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Why Unilever acquired Grüns and Dr. Squatch

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Why Unilever acquired Grüns and Dr. Squatch

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During the past decade, the British consumer goods giant Unilever has undergone a transformation. The conglomerate shed its food businesses, selling its margarine and spreads business to KKR in 2019, spinning off Magnum Ice Cream in 2025, and announcing plans to combine its remaining food portfolio—including the Hellmann’s and Knorr brands—with the spice maker McCormick in a transaction that reflects an enterprise value for Unilever of $44.8 billion. The deal is expected to close next year.  

The result will be an enterprise that is a pure play in the personal care, beauty, and wellness spaces. Unilever boasts a mix of legacy brands such as Vaseline and newer entrants such as Grüns, the gummy supplement company Unilever acquired earlier this year for a reported $1.2 billion. “Unilever U.S. will become a focused $9.4 billion business, operating in attractive, fast-growing segments,” says Herrish Patel, president of Unilever USA and CEO of Unilever Personal Care North America. “We have a beautiful stable of brands.” 

” Dove has attracted new users through offbeat collabs with the Netflix bodice-ripper TV show Bridgerton (“The royal treatment every queen deserves”) and Crumbl, a cookie chain.


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