Dr. Squatch
| Company type | Private |
|---|---|
| Industry | Personal care |
| Founded | January 1, 2013 in San Diego, California, U.S. |
| Headquarters | Los Angeles , United States |
Area served | United States |
| Products | Bar soaps, toothpaste, deodorant |
| Website | drsquatch |
Dr. Squatch is a U.S.-based personal care brand aimed at male consumers, established in 2013 in San Diego and currently operating out of Los Angeles. While originally specializing in bar soaps, the company has since broadened its offerings to include items such as toothpaste and deodorant, all promoted as "natural" with distinctive names like "Eucalyptus Greek Yogurt" and "Grapefruit IPA." Initially, sales were conducted solely through an online subscription model, but the products have since become accessible in brick-and-mortar retail locations. The brand’s name draws inspiration from Sasquatch (also known as Bigfoot), a widely recognized mythical creature.
History
Dr. Squatch initiated a Kickstarter campaign in 2016 to secure funding. The brand expanded its presence notably by engaging Generation Z audiences via TikTok advertising in 2021, followed by a commercial aired during Super Bowl LV that depicted men carrying out routine activities. Although the humor in this advertisement received mixed reactions, it significantly enhanced the company’s brand awareness.
By the year 2021, Dr. Squatch achieved $100 million in annual revenue. In 2023, Unilever acknowledged Dr. Squatch as a significant rival within the personal care sector, leading to a conflict over Dr. Squatch’s use of skull and crossbones symbols intended to emphasize the absence of synthetic chemicals in its products. The National Advertising Division determined that this imagery should be discontinued; however, the company was permitted to continue marketing its products as containing "no harmful ingredients."
Towards the end of 2024, Dr. Squatch attracted additional attention through an advertising campaign featuring actress Sydney Sweeney portraying a "body wash genie."
In June 2025, Unilever declared plans to acquire Dr. Squatch from Summit Partners for $1.5 billion, subject to regulatory approvals and shareholder consent.