Unilever on Monday, June 23, said it has agreed to acquire Dr. Squatch, expanding its portfolio of Gen Z brands as it increases its investment in influencer marketing.
The U.S. mens personal care brand has become known for its “viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations,” Unilever said in a press release announcing the deal, adding that these qualities were driving force behind the acquisition. The terms of the deal, expected to close later this year, were not disclosed.
“Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies,” Fabian Garcia, president of Unilever Personal Care, said in a statement, adding that Unilever plans to expand the brand internationally.
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