Like man himself, the men’s grooming movement is evolving. The hairless metrosexuals of the 1990s have, during the past couple of decades, transformed into the bearded hipster fellows who seem to be on every street corner in cities around the world.


But, the hipster seems to be giving way to a something more mainstream. In these waters, you’ll find Dr. Squatch, a line of products that boasts all-natural ingredients. The company is the brainchild of Jack Haldrup, a onetime IT professional that found typical soaps a bit too harsh for his sensitive skin. When he couldn’t find what he was looking for, he struck out on his own and Dr. Squatch was born.


“(Jack)found the soaps he used had chemicals and ingredients that served no purpose,” recalled his business partner AJ Fountain. “Companies were taking glycerin out of soaps to make profit, so we thought ‘how about a natural soap for guys?’”


The Dr. Squatch line includes nine soap varieties including Coal Tar, Gold Moss Scrub, Nautical Sage, Bay Rum, Cedar Citrus, Spearmint Basil, Eucalpytus Yogurt, Cool Fresh Aloe and Deep Sea Goats Milk. Each 5oz square retails for $7. All of them are cold-processed and hand made. Dr. Squatch also sells two colognes (Driftwood and Hemlock Trail) that retail for $42 each. Other offerings include soap gift sets and shaving kits.

 
Business Partners and Pals


Before they started making soap, Haldrup and Fountain were childhood friends who attended Indiana University together. But while Haldrup entered corporate America after school, Fountain became more of a naturalist, working a variety of jobs, including stints as backpacking and kayaking guides. Six months after Haldrup founded Dr. Squatch, Fountain joined him.


Dr. Squatch products are by a partner based in northern Indiana, which the company found online. But what sealed the deal was the expertise of the chemist on staff.


“It was the knowledge of the lead guy there,” recalled Fountain, who wouldn’t reveal his manufacturing partner. “We tried a few products and he was open to our input on inventing new products. We worked with him to do that for 3.5 years.”


Just as manufacturing is outsourced so are many other functions at Dr. Squatch.


“Our goal has been to create a business that we could grow and not be encumbered by packaging and shipping, so we outsourced it,” explained Fountain. “It has been amazing and has let Jack and I grow the business and innovate.”


Early on, Dr. Squatch grew sales via Birchbox, BespokePost and other subscription services. That helped get the word out about Dr. Squatch. Today, the company primarily relies on digital marketing.


“We are an e-commerce business,” explained Fountain. “Our best advertising channel is Facebook ads.”
 

Where It’s At


Dr. Squatch relies on its website for 90% of sales (half of it comes from subscribers), but its soaps and sundries are also available in more than 100 doors in the US, primarily mom-and-pop stores and barbershops. The goal is to get into bigger doors such as Urban Outfitters and Cabela’s.


While Haldrup devotes his time to the digital side of the business, Fountain concentrates on formulas and sourcing the best, most sustainable ingredients that he can find, and working on new, natural concoctions along the way. In the works are natural shampoos and conditioners, but Fountain admitted creating a truly natural formula has been a slow go.


“Consumers expect intense foam and demand a silky feel to their hair, but that’s not the result of natural ingredients, that comes from surfactants and silicones,” he observed. “But we are not compromising. It will be a different experience for our customer.”


At the same time, Dr. Squatch is developing a line of natural deodorants based on natural ingredients such as baking soda, cocoa butter and natural plant extracts. Other potential rollouts include new soap varieties, sunscreens and beard oil. But whatever the company creates, it will be strictly for guys.


“It is amazing how fast the male grooming category is growing,” explained Fountain. “Guys are concerned about what the put on their bodies.”


And as their concern grows, so will Dr. Squatch’s sales.


“We have a five-year plan, but I can’t comment on that,” concluded Fountain. “We are always open to offers that are a good fit, but all we can control is to grow our business.”