Dr. Squatch
{{Short description|American personal care brand}}
{{Infobox company
| name = Dr. Squatch
| logo = Dr. Squatch.jpg
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| logo_caption = Dr. Squatch logo
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| industry = Personal care products
| founded = {{start date and age|2013}} in San Diego, California
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| hq_location =
| hq_location_city = Los Angeles, California
| hq_location_country = U.S.
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| products = Hygiene and personal care products for men
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| website = {{URL|https://drsquatch.com/}}
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Dr. Squatch is an American personal care company selling products marketed towards men.{{cite web|url=https://www.sandiegouniontribune.com/business/technology/sd-fi-drsquatch-20180921-story.html|title=How this 31-year-old makes millions selling soap online |website=San Diego Union-Tribune |date=2018-09-21 |accessdate=2020-08-27}} The company was founded in 2013 in San Diego, and is now based in Los Angeles. Originally producing bar soap, the company has since added items like toothpaste and deodorant to its offerings.{{cite web |last1=Neff |first1=Jack |title=Dr. Squatch's Super Bowl ad promotes its natural soap for all kinds of men |url=https://adage.com/creativity/work/dr-squatch-super-bowl-ad/2311086 |publisher=AdAge |access-date=16 February 2024 |date=3 February 2021}} Its products are marketed as "natural", and their branding relies on natural-sounding product names such as "Eucalyptus Greek Yogurt" and "Grapefruit IPA", based on an association with a natural ingredient.{{cite web |last1=Neff |first1=Jack |title=Why Dr. Squatch Doesn’t Need More Super Bowl Ads |url=https://adage.com/article/podcast-marketers-brief/dr-squatch-doesnt-need-more-super-bowl-ads/2538221 |website=Ad Age |access-date=March 11, 2024 |date=January 24, 2024 |url-access=subscription}} As of late 2021, its products were only sold online and by subscription. {{cite web |last1=Kłosiński |first1=Daniel |title="Zrespawnuj swoją skórę". Powstaje mydło Halo |trans-title="Respawn your skin." Halo soap is created |url=https://www.eurogamer.pl/zrespawnuj-swoja-skore-powstaje-mydlo-halo |website=Eurogamer.pl |access-date=11 March 2024 |language=pl |date=3 November 2021}} Now they are also sold in physical stores as well. The company is named after Sasquatch (Bigfoot), a mythical creature prevalent in popular culture.
In 2016, Dr. Squatch used a Kickstarter campaign to generate funding.{{cite web |last1=Feldman |first1=Amy |title=Before Its Splashy Super Bowl Ad, Soap Startup Dr. Squatch Built A $100 Million Business |url=https://www.forbes.com/sites/amyfeldman/2021/02/08/before-its-splashy-super-bowl-ad-soap-startup-dr-squatch-built-a-100-million-business/?sh=2e887b9a4e2e |publisher=Forbes Magazine |access-date=16 February 2024 |date=8 February 2021}} The company grew its visibility by targeting Generation Z on TikTok advertisements in 2021 before signing up for a Super Bowl commercial at that year's game.{{cite web |last1=Williams |first1=Robert |title=How Dr. Squatch reaches Gen Z men with offbeat humor on TikTok |url=https://www.marketingdive.com/news/how-dr-squatch-reaches-gen-z-men-with-offbeat-humor-on-tiktok/609365/ |publisher=Marketing Dive |access-date=16 February 2024 |date=4 November 2021}} The advert featured "all white men" engaging in "manly things that men do", including a man opening a pickle jar and another having their hair braided by their daughter.{{cite web |last1=Poggi |first1=Jeanine |title=Super Bowl LV advertisers tackle diversity, inclusion with mixed results |url=https://adage.com/article/special-report-super-bowl/super-bowl-lv-advertisers-tackle-diversity-inclusion-mixed-results/2311981 |website=Ad Age |publisher=Crain Communications |access-date=11 May 2022 |archive-url=https://web.archive.org/web/20220511175223/https://adage.com/article/special-report-super-bowl/super-bowl-lv-advertisers-tackle-diversity-inclusion-mixed-results/2311981 |archive-date=11 May 2022 |location=New York City |language=en |date=5 February 2021}} Yardbarker criticised the ad as containing juvenile humor and "trying way too hard."{{cite web |last1=Mueller |first1=Chris |title=The best and worst commercials from Super Bowl LV |url=https://www.yardbarker.com/nfl/articles/the_best_and_worst_commercials_from_super_bowl_lv/s1_13132_34049480 |website=Yardbarker |access-date=11 May 2022 |archive-url=https://web.archive.org/web/20220511182842/https://www.yardbarker.com/nfl/articles/the_best_and_worst_commercials_from_super_bowl_lv/s1_13132_34049480 |archive-date=11 May 2022 |location=Burlingame, California |language=en |date=8 February 2021}}
As of 2021, the company's annual revenue was $100 million annually.{{Cite web |date=2021-01-22 |title=Dr. Squatch Scales to $100 Million with Natural Soaps for Men |url=https://www.practicalecommerce.com/dr-squatch-a-mens-soap-brand-scales-to-100-million |access-date=2022-04-23 |website=Practical Ecommerce |language=en-US}} In 2023, Unilever cited Dr. Squatch among the companies that were a significant source of competition.{{cite web |last1=Butler |first1=Sarah |title=Surge in Unilever’s deodorant sales after workers return to office |url=https://www.theguardian.com/business/2023/oct/26/surge-in-deodorant-sales-at-unilever-after-workers-return-to-office |website=The Guardian |access-date=11 March 2024 |date=26 October 2023}} Dr. Squatch and Unilever entered an intra-industry dispute resolution process initiated by the latter, triggered by the former's combative advertising practice of using the skull and crossbones symbol to accent the message that their products do not contain non-"natural" ingredients found in competitors' products. In late 2023, the National Advertising Division of the BBB National Programs made a determination that the practice should be discontinued, but that Dr. Squatch may keep labeling their products as having "no harmful ingredients".{{cite web |last1=Stern |first1=Cassandra |title=NAD makes determinations regarding Dr. Squatch claims challenged by Unilever |url=https://www.cosmeticsdesign.com/Article/2024/02/20/NAD-makes-determinations-regarding-Dr.-Squatch-claims-challenged-by-Unilever |website=CosmeticsDesign |access-date=11 March 2024 |date=20 February 2024 |type=industry news}}{{cite web |last1=Francis |first1=Eileen |title=Unilever Squelches Dr. Squatch Comparative Claims In NAD Forum; Advertiser Can Keep Its 'Sh*t List’ |url=https://hbw.citeline.com/RS154247/Unilever-Squelches-Dr-Squatch-Comparative-Claims-In-NAD-Forum-Advertiser-Can-Keep-Its-Sht-List |website=HBW Insight |publisher=Norstella |access-date=11 March 2024 |date=6 December 2023 |type=industry news |url-access=subscription}} The company received significant attention in late 2024 after an ad campaign featuring actress Sydney Sweeney as a "body wash genie."{{Cite web|url=https://www.dmnews.com/sydney-sweeney-stars-in-dr-squatch-campaign/|title=Sydney Sweeney stars in Dr. Squatch campaign|first=Abby|last=Miller|date=October 9, 2024}}{{Cite web|url=https://www.independent.co.uk/life-style/sydney-sweeney-dr-squatch-shower-gel-commercial-b2622557.html|title=Sydney Sweeney praised for starring in ‘genius’ shower gel commercial|date=October 3, 2024|website=The Independent}}{{Cite web|url=https://www.teenvogue.com/story/sydney-sweeney-dr-squatch-natural-body-wash-bathtub-ad|title=Sydney Sweeney’s New Body Wash Ad Is Giving Us 'Euphoria' Flashbacks|first=Kara|last=Nesvig|date=October 3, 2024|website=Teen Vogue}}