Baker McKenzie Advises Unilever in Dr. Squatch Acquisition
Global law firm Baker McKenzie has acted as regulatory counsel to Unilever on its acquisition of Dr. Squatch, the fast-rising men’s natural personal care brand previously backed by Summit Partners.
Dr. Squatch has carved out a loyal following in the U.S. with its bold branding, natural ingredients, and direct-to-consumer model. For Unilever, the deal fits neatly into its ongoing strategy of expanding into premium, fast-growth areas of personal care.
Fabian Garcia, President of Unilever Personal Care, said the brand is a natural fit:
“I am thrilled to welcome Dr. Squatch into the Unilever family. Dr. Squatch has built a solid foundation and loyal following with highly desirable products and clever digital engagement strategies. Building on its success in the U.S., we are excited to scale the brand internationally and strengthen our offering in the fast-growing men’s personal care segment.”
Josh Friedman, CEO of Dr. Squatch, reflected on the company’s journey:
“I am incredibly proud of what the Dr. Squatch team has achieved thus far. Our mission is to inspire and educate men to be happier and healthier, and we’re excited about the ability to amplify our brand and mission in this next chapter with Unilever. We’re just getting started and look forward to reaching new heights internationally.”
The cross-border Baker McKenzie team was led by Creighton Macy, Global Antitrust Chair in Washington, DC, alongside Anthony Gamble, Partner in London. They were supported by Mark Weiss, Marisa Dieken, Evan Harris, Carmen Gillis, and Kayleigh Golish.
Its Antitrust & Competition Practice is among the largest worldwide, with more than 300 practitioners across 60 offices in 43 countries.
The group regularly advises on merger clearance, antitrust litigation, investigations, enforcement matters, and compliance training.
Dr. Squatch is a U.S. men’s personal care brand founded in 2013 and headquartered in Los Angeles. Known for its natural formulations and direct-to-consumer model, the company has built a strong following with products ranging from soap and deodorant to hair and skin care. Certified as a B Corporation, Dr. Squatch combines sustainability with bold, humorous branding and digital-first marketing that has fueled rapid growth in the premium men’s grooming sector.
Baker McKenzie is a leading global law firm founded in 1949, with a presence in over 40 countries. With a team of 13,000 professionals, the firm advises corporations, governments, and institutions on complex legal matters across corporate law, litigation, tax, and more. Renowned for its cross-border capabilities and innovative approach, Baker McKenzie has handled over USD 600 billion in M&A transactions in the past five years, more than 65% of which span multiple jurisdictions. The firm is also recognized for its commitment to diversity, inclusion, and sustainable business practices.
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