Core Viewpoint - Unilever is set to acquire the American men's personal care brand Dr. Squatch, marking its third acquisition in 2025, following the purchases of Minimalist and Wild [1][2][3] Group 1: Acquisition Details - The acquisition agreement with Summit Partners is expected to be completed later this year, pending regulatory approvals [1][3] - Dr. Squatch's CEO expressed excitement about the opportunity to scale the brand internationally [3][5] Group 2: Brand Background - Dr. Squatch was founded in 2013, initially focusing on natural soap products made from coconut oil and sea salt [5][7] - The brand has expanded its product line to include shampoos, conditioners, beard oils, and shaving creams, utilizing a direct-to-consumer sales model [7][8] Group 3: Financial Performance - Dr. Squatch's sales reached over $100 million in 2020, $150 million in 2023, and have now exceeded $400 million [8] - The brand was previously valued at over $2 billion, with an EBITDA of approximately $90 million, indicating a strong market position [9][8] Group 4: Market Trends - The acquisition reflects a broader trend of established companies acquiring direct-to-consumer brands in the men's personal care sector [10][13] - Unilever's strategy includes optimizing its brand portfolio and focusing on high-growth segments, as evidenced by recent investments and acquisitions [14][20] Group 5: Competitive Landscape - The acquisition signals a potential shift in the competitive landscape of the men's personal care market, with traditional companies regaining market share from independent brands [13][21] - Other major players in the industry, such as L'Oréal and Estée Lauder, are also actively pursuing acquisitions to enhance their market positions [20]