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December 29, 2025 - BY Glossy
Post-acquisition, Dr. Squatch plans to become an ‘icon brand’
In June, men’s personal care brand Dr. Squatch was acquired by Unilever for $1.5 billion, making it one of the year's biggest deals in beauty and personal care. CEO Josh Friedman, who joined the company in 2019, has overseen its viral marketing campaigns, its expansion into nearly every mass retailer in the country and its rapidly-growing international presence. Now, with the backing of Unilever, he’s planning the company’s buzziest year yet.
December 29, 2025 - BY Glossy