Unilever has announced the acquisition of U.S.-based men’s personal care brand Dr. Squatch for a reported $1.5 billion, marking a major move to strengthen its presence in the fast-growing premium grooming segment.

Founded in 2013, Dr. Squatch has built a cult following among Gen Z and millennial men with its natural, high-performance products and viral, humor-driven marketing. From handmade bar soaps to deodorants and hair care, the brand’s direct-to-consumer model and influencer-led campaigns—like the headline-grabbing Sydney Sweeney “bathwater” soap—have made it a standout in the digital-first beauty space.

Unilever plans to scale Dr. Squatch internationally, complementing its existing men’s care brands like Axe and Dove Men+Care. Fabian Garcia, President of Unilever Personal Care, praised the brand’s “clever engagement strategies” and emphasized its potential to drive growth in both retail and DTC channels.

Dr. Squatch CEO Josh Friedman welcomed the acquisition, stating it would amplify the brand’s mission “to make men happier and healthier” while preserving its creative spirit and loyal community.

The deal is expected to close later this year, pending regulatory approvals.