Key takeaways
- Dr. Squatch has launched nationwide in Tesco as part of its UK expansion.
- The men’s grooming brand is tapping into rising demand for natural, high‑performance products.
- Initial offerings include natural soaps and aluminium‑free deodorants.
- The move follows Unilever’s 2025 acquisition aimed at scaling the brand globally.
- Dr. Squatch continues its mission to deliver natural, skin‑friendly products for men.
As demand grows for natural men’s personal care products, the US-founded brand will now offer a selection of its natural soaps and aluminium-free deodorants alongside the weekly grocery shop.
It will initially sell four products in the British supermarket: its Natural Stick Deodorant Wood Barrel Bourbon; Coconut Castaway Natural Soap Bar; Natural Soap Bar Wood Barrel Bourbon; and Natural Stick Deodorant Coastal Mist.
Growing demand for natural men’s personal care
The men’s personal care brand was created when its founder wanted to tackle psoriasis and noticed a lack of products designed for sensitive skin. The business began with natural cold-process soap made without harmful ingredients and formulated in distinctive, masculine scents.
The launch reflects a broader shift in men’s personal care, with more shoppers seeking products made with naturally derived ingredients that prioritise both performance and experience.
Unilever acquisition accelerates global expansion
In June 2025, British FMCG company Unilever acquired the brand from growth equity firm Summit Partners and said it was keen to bring the brand to new markets.
At the time, President of Unilever Personal Care Fabian Garcia commented: “Building on its success in the US, we are excited to scale the brand internationally and complement our offering in the fast-growing men’s personal care segment.”
Meanwhile, Dr. Squatch’s CEO, Josh Friedman, said: “We’re just getting started at Dr. Squatch, and we are thrilled about the opportunity to advance the brand’s scale, reach new heights internationally, and entertain and positively connect with more consumers seeking high-quality, natural products around the world.”
