Unilever Expands Premium Grooming Playbook with 'SCALPCEUTICALS' Trademark and Dr. Squatch Acquisition
Jun/24/2025
Unilever has sharpened its focus on high-growth personal care segments, filing a U.S. trademark for 'SCALPCEUTICALS' on June 11 for an expansive portfolio of grooming and cosmetic products ranging from hair care treatments and skin care preparations to bath essentials and non-medicated toiletries. Following visualization shows detail info on new Unilever 'SCALPCEUTICALS', highlighting the breadth of product categories and the brand’s positioning at the intersection of science-driven hair and scalp care. Simultaneously, the consumer goods giant acquired direct-to-consumer (DTC) grooming brand Dr. Squatch, known for its viral social campaigns and bold, influencer-driven marketing aimed at Gen Z men. This acquisition grants Unilever valuable first-party data and reinforces its push into digital-first, premium verticals— a strategy being accelerated under CEO Fernando Fernandez. As Unilever scales Dr. Squatch internationally, it is doubling down on social and influencer-led engagement, seeking to modernize its portfolio while shedding underperforming units, a playbook that has delivered mixed results in past DTC ventures like Dollar Shave Club.
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