Global law firm Baker McKenzie has recently provided crucial regulatory counsel to Unilever in its acquisition of Dr. Squatch, a rapidly growing men's personal care brand known for its commitment to natural ingredients and a direct-to-consumer sales model. Previously backed by Summit Partners, Dr. Squatch has gained considerable traction in the U.S. market with its unique brand personality and eco-friendly products.

Dr. Squatch has distinguished itself in the competitive personal care space with a loyal customer base, drawn in by the brand’s bold, humorous marketing and a product line that includes everything from natural soaps to hair care essentials. This acquisition is a key part of Unilever’s strategy to penetrate deeper into the premium and fast-growing segments of the personal care industry.

Fabian Garcia, President of Unilever Personal Care, expressed enthusiasm about the new addition to Unilever's brand family, highlighting Dr. Squatch’s strong market presence and innovative digital marketing strategies. "Dr. Squatch will play a pivotal role in expanding our footprint in the burgeoning men’s personal care segment globally," Garcia noted.

Josh Friedman, CEO of Dr. Squatch, also reflected positively on the acquisition, seeing it as an opportunity to elevate the brand’s international presence and further its mission of promoting healthier lifestyle choices among men. "Joining forces with Unilever marks a thrilling new chapter for us, promising to propel our growth and amplify our impact worldwide," Friedman added.

The deal was spearheaded by Creighton Macy, Baker McKenzie’s Global Antitrust Chair in Washington, DC, with support from Anthony Gamble in London. The team also included Mark Weiss, Marisa Dieken, Evan Harris, Carmen Gillis, and Kayleigh Golish, underscoring the firm’s robust capability in managing complex, cross-border transactions.

Baker McKenzie's Antitrust & Competition Practice, a major player with over 300 specialists worldwide, continues to provide expert advice on mergers, antitrust litigation, and compliance training, reinforcing its position as a leader in global legal services.

Dr. Squatch, founded in 2013 and headquartered in Los Angeles, is not just a personal care brand but a community-centric business that emphasizes sustainable practices, holding a B Corporation certification. Its acquisition by Unilever is expected to not only enhance its market reach but also fortify Unilever’s standing in the premium personal care arena.