If you’ve been following the headlines, you’ll know about the acquisition of Dr. Squatch, the men’s personal care brand that shot to viral fame after selling out a limited-edition soap made with actress Sydney Sweeney’s bathwater. Dr. Squatch’s knack for blending humor, celebrity partnerships, and digital-first marketing captured Gen Z’s and millennial consumers’ imagination.
Also, it drew the attention of consumer goods giant Unilever, which reportedly agreed to buy the brand for as much as $1.5 billion to $2 billion. Other than selling the bathwater of celebs, they have quite the potential, and this acquisition hopes to take them to the next level.
Dr. Squatch’s Brand Identity and Growth
The company was founded in 2013 and built a foundation of humor, authenticity, and a bold, outdoorsy aesthetic that sets it apart in the men’s personal care market. They took the right approach with digital marketing by using quirky social media campaigns, meme culture, and viral videos to connect with men like no other soap brand had before.
Dr. Squatch’s commitment to natural ingredients and high-performance products further bolstered its appeal, helping it tap into a market of men who previously overlooked natural personal care as “not for them”. Dr. Squatch had transformed from a small startup into a $400 million business with a $2 billion valuation, expanding from direct-to-consumer sales to major retail partnerships with stores like Walmart.
Sydney Sweeney’s Role and Idea Behind the Soap
The idea originated after fans, inspired by her viral Dr. Squatch bathtub commercial, began jokingly and persistently asking for samples of her bathwater on social media. Rather than ignore the bizarre demand, Sweeney leaned into the absurdity, collaborating directly with Dr. Squatch to produce a limited-edition soap infused with water from the very tub used during her ad shoot.
“When your fans start asking for your bathwater, you can either ignore it, or turn it into a bar of Dr. Squatch soap,” said Sweeney in an interview. The soap’s scent, featuring pine, fir, and moss, was chosen to reflect her Pacific Northwest roots and her preferences, blending humor, authenticity, and a touch of self-aware commentary on celebrity culture.
The Viral Sensation and Market Response
I mean, if you’re going to sell your bathwater in a bar of soap, it’s bound to go viral. When the 5,000 limited-edition bars went on sale for $8 apiece, they sold out within seconds, crashing the Dr. Squatch website and leaving thousands of fans stuck in virtual queues that stretched up to 250 minutes.
The overwhelming demand quickly spilled over to resale platforms, where bars of the soap were listed for hundreds and in some cases, thousands of dollars.
Unilever’s $1.5 Billion Acquisition of Dr. Squatch
One thing Dr. Squatch did perfectly was allow potential investors to see their incredible potential for growth. Announced in June 2025, Unilever will purchase Dr. Squatch from private equity firm Summit Partners. Pending regulatory approvals, the transaction is expected to close later in the year. The British consumer goods giant described the purchase as part of its broader strategy to expand into premium and high-growth segments, aiming to scale Dr. Squatch internationally and complement its existing men’s personal care portfolio.
“I am thrilled to welcome Dr. Squatch into the Unilever family,” said President of Unilever Personal Care, Fabian Garcia. “Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies. Building on its success in the US, we are excited to scale the brand internationally and complement our offering in the fast-growing men’s personal care segment.”
The Growing Men’s Grooming Industry
The men’s grooming industry was once non-existent, besides selling regular bars of soap as well as deodorant. In 2024, the global male grooming category reached a value of $61.3 billion, registering a robust 6.4% growth, with forecasts predicting the market will surpass $100 billion by 2028.
Younger generations, especially Gen Z, are leading this shift, embracing a wider range of products and sharing their routines and recommendations online.
CEO of Dr. Squatch on the Future Post-Acquisition
Josh Friedman, CEO of Dr. Squatch, couldn’t be happier about the acquisition despite its $1.5 billion price tag. The company will now be able to grow far beyond its wildest dreams and reach markets it has yet to tap into.
“I am incredibly proud of what the Dr. Squatch team has achieved thus far. Our mission at Dr. Squatch is to inspire and educate men to be happier and healthier, and we’re excited about our ability to amplify our brand and mission in this next chapter with Unilever. We’re just getting started at Dr. Squatch, and we are thrilled about the opportunity to advance the brand’s scale, reach new heights internationally, and entertain and positively connect with more consumers seeking high-quality, natural products around the world,” said Josh Friedman, CEO of Dr. Squatch.
Their Marketing and Celebrity Partnerships
The brand’s campaigns consistently break through the noise with viral videos like the “You’re Not a Dish” anchor ad and the cheeky “Ball Care” campaign with Nick Cannon. Sydney Sweeney’s “Body Wash Genie” campaign captured the attention of male consumers but also resonated with women, who often purchase grooming products for their partners or families.
The brand’s ability to leverage these partnerships across a robust mix of TV, digital, and social channels has kept its content fresh and entertaining, not to mention the growth in sales.
Public and Media Reactions to the Bathwater Soap
The idea of selling soap containing bathwater from a celebrity might seem controversial, but some people loved the idea, and others, well, not so much. Some users praised the stunt as clever marketing and a playful way to encourage men’s hygiene, while others criticized it as “dystopian,” “cringe,” and an example of “capitalist misogynistic BS that objectifies women for profit.”
Many fans found the idea bizarre or hypocritical, referencing Sweeney’s past discomfort with being sexualized, while others applauded her for owning her public image.
A Bold Bet on Brand Storytelling and Premium Grooming
Dr. Squatch has redefined what it means to connect with consumers in a crowded market. Their viral campaigns and celebrity collaborations have not only driven sales but also built a loyal community that sees the brand as more than just soap. The world is excited to see the levels this brand will reach and the markets it will tap into.