2026 rank
Dr. Squatch, rank 49
- Rival 50 Score
- 3.5
- Differentiation
- 4.33
- Relevance
- 4.0
- Talkability
- 3.78
About Dr. Squatch
Dr. Squatch is a US personal care brand, founded in 2013, that makes natural bar soap, deodorant and other men’s personal care products, known for rugged branding and limited-edition scents.
Why it’s a challenger
Bar soap is one of the most commodified products in retail, sold on clinical efficacy and functional packaging. Dr. Squatch turned it into a collectible, meme-able lifestyle object, with seasonal drops, limited-edition scents and a rugged, playful, anti-corporate voice aimed at men who wanted natural products. In May 2026 it entered sun care with an SPF 30 spray sunscreen.
This brand is in the Rival 50 2026 list. The report’s deep dives cover 14 of the top 20.
Reviewers’ view
The reviewers credited Dr. Squatch with a rugged, distinctly masculine look applied consistently across product and marketing, a deodorant push that sparked plenty of conversation, and engaging social content including a partnership with iShow Speed that taps into streaming culture.