Heritage
A house, in its own words
Dr. Squatch traces its origins to 2013, when founder Jack Haldrup began making soap in a garage in San Diego, California. The company operated as a direct-to-consumer startup for its early years, building a following through online sales and social media marketing. Haldrup reportedly wanted to create something that could represent more than just soap, and developed a character to serve as the brand's mascot. The company expanded beyond bar soap to include toothpaste, deodorant, and hair care products, growing into a reported $100 million-plus business before attracting major consumer goods investment. In June 2025, Unilever announced its acquisition of Dr. Squatch, marking a significant milestone for a brand that had remained independent for over a decade. The acquisition positioned Dr. Squatch among a select group of independently-founded men's grooming brands to attract interest from a global consumer goods conglomerate. The company relocated its headquarters from San Diego to Los Angeles during its growth phase. The brand operates around a straightforward premise: better natural personal care for men who want alternatives to mass-market products. Dr. Squatch's approach to fragrance centers on masculine, nature-adjacent scent profiles, drawing inspiration from forests, mountains, and other outdoor environments. The company markets its colognes as featuring naturally derived fragrances, though the distinction between natural and artificial ingredients in fragrance creation remains a point of some complexity in the industry. The brand has built its identity around a rugged, independent spirit, using its Sasquatch mascot to communicate authenticity and a rejection of conventional grooming norms. This character-driven approach has differentiated the brand in a crowded market where most competitors rely on traditional marketing and product-focused messaging.