The news: Unilever acquired men鈥檚 personalcare brand Dr. Squatch鈥攚hich recently made headlines for offering soap containing actress Sydney Sweeney鈥檚 bathwater鈥� for an undisclosed amount as it looks to establish a greater foothold in the fast-growing category.
It鈥檚 a notable move for a company that is otherwise shedding brands to speed its turnaround, and a clear sign that Unilever counts men鈥檚 personalcare as one of the 鈥減remium and high growth spaces鈥� to prioritize.
Our take: While men are hardly a monolithic entity, their optimism about the economy makes them more likely than women to increase their spending this year. At the same time, shifting consumption habits are turning male consumers into a more valuable commodity鈥攁s Saks and Unilever see only too clearly.
Though beauty has remained a relatively resilient category amid rising prices, tariffs could put a damper on that as they take hold.
29% of US adults say they鈥檒l likely cut back on beauty/personalcare spending if tariffs raise prices, according to February 2025 data from CivicScience.
That鈥檚 why retailers like Walmart, Amazon, and Target are boosting their beauty offerings to drive sales and increase customer loyalty. Here鈥檚 how.
Ecommerce penetration of beauty and personalcare sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.
Amazon opens a 鈥減arapharmacy鈥� in Milan: The store is part of a broader push into beauty and personal items and marks its latest attempt to crack the brick-and-mortar code.