This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Dive Brief: Unilever’s Chief Growth and Marketing Officer Esi Eggleston Bracey will depart at the end of January as the owner of brands like Dove and Hellmann’s moves its marketing and business groups closer together, according to a press release. Leandro Barreto, current CMO of Unilever beauty and wellbeing, will see his remit expanded to be enterprise-wide ...

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]