Dr. Squatch: Jack Haldrup. From a Closet Full of Soap to a $1.5 Billion Brand

Dr. Squatch transformed from a modest side hustle into a $1.5 billion personal care brand by leveraging e-commerce and targeted digital marketing. Founder Jack Haldrup initially launched the business to provide natural, cold-process soap for men, driven by his own positive experience with the product for treating psoriasis. The company achieved rapid growth through a pivotal $15,000 viral video campaign and a strategic shift from Google search to Facebook advertising, which effectively reached an untapped demographic. Despite early challenges, including a necessary rebrand from Sasquatch Soap to Dr. Squatch and the complexities of buying out a co-founder, the business scaled significantly through direct-to-consumer sales before expanding into major retail chains. Haldrup eventually stepped down as CEO, leading to the company's acquisition by Unilever in 2025, marking the culmination of a decade-long journey from a closet-based shipping operation to a global market leader.