Unilever’s Dr. Squatch Enters Kids Personal Care

Men’s natural bar soap brand Dr. Squatch is keeping the needs of developing skin top of mind. The brand has just launched into the kids’ personal care category with Lil’ Squatch.

Created for kids in the “in-between” stage, Lil’ Squatch brings what the brand calls a “new kind of clean” to the bath and shower routine with mini bar soaps that are colorful, fruit scented and easy for smaller hands to hold.

Dermatologist-tested and cold processed from natural oils and made with over 98% natural origin ingredients, Lil’ Squatch is packaged in recyclable packaging and free from harsh or harmful ingredients.

“There’s a real gap between baby wash and the adult aisle, and no one’s speaking directly to that kid in the middle who wants something that feels like theirs,” said John Ludeke, chief brand officer at the Unilever-owned brand. “Products are generally low quality, using cartoons to get kids excited, or else a bit boring and designed to engage the parents more than the kids who use the products in the shower and/or bath. We built trust with parents by making men’s personal care simpler and cleaner. Lil’ Squatch is us bringing that same standard to their kids, starting with our iconic natural bar soap.”

The Line

The Lil’ Squatch collection features three zero-grit mini briccs, each designed with bold colors, playful themes and kid-friendly scents. Sea Apple Splash features an apple scented bar inspired by underwater adventure; Enchanted Grape is a sweet grape scented bar with a “magical, mythical” feel; and Martian Melon features a watermelon scent inspired by outer space.

Lil’ Squatch is available on drsquatch.com and Amazon.