Why Unilever Acquired Grüns and Dr. Squatch
Upstart brands—along with offbeat collabs and upscaling brands like Dove—are behind the consumer product giant’s growth strategy.
In a strategic move, Unilever has acquired two grooming brands, Grüns and Dr. Squatch, for reported sums of $1.2 billion and $1.5 billion respectively. These acquisitions are part of Unilever's broader transformation, which aims to focus on personal care, beauty, and wellness segments. The company intends to leverage its scale to "do something amazing" with these acquisitions.
Unilever's president, Herrish Patel, emphasized the importance of digital brands in fast-growing segments and the potential for scientific innovation to set Unilever apart in the age of agentic commerce.
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- Why Unilever acquired Grüns and Dr. Squatch fastcompany.com
