Fragrance house

Dr. Squatch

Dr. Squatch was founded by Jack Haldrup in 2013, after his experience with sensitive skin and cold-process soap led him to make natural soap. It began as garage-made soap for men seeking personal-care products with natural ingredients and masculine scents, then evolved into a broader natural men’s personal-care brand while soap remained its founding and principal category in 2021. Its identity combines a natural, masculine character with humor and an intentionally unserious tone. Originally called Sasquatch Soap, it became Dr. Squatch, with the sasquatch character established in its first logo and branding by Haldrup’s artist sister. Humor became a vehicle for education and brand awareness, and the brand’s first video, launched in 2018, was identified as a major growth milestone. Dr. Squatch is now owned by Unilever, which completed its acquisition of the brand in September 2025. The brand is especially associated with Pine Tar and Fresh Falls, identified among its popular, fan-favorite soap scents.