It was Father’s Day, 2025. My mother-in-law had gifts for all the husbands in the family. When I opened mine, I was greeted by the rugged, blocky lettering of Dr. Squatch soap and shaving cream.

I paused. I had seen the ads a thousand times on Instagram—the guy in the woods, the aggressive humor, the viral marketing. But I had been reluctant to actually click through and investigate. The packaging and style were undeniable, sure, but I just wasn’t someone who cared that much about soap.

Until, I did.

I cracked open the packaging, and the smell of Sandalwood hit me. It was awesome. The aftershave was crisp, energetic, and dare I say, sexy. The deodorant was punchy without being overpowering.

But as I stood there holding this trendy, viral product, a question hit me: How did my wife’s 70-year-old mother get dibs on this?

It certainly painted her in a new light (perhaps she is cooler than I gave her credit for).

But it also made me think deeply about how this brand went from a funny internet meme to being found in the bathrooms of everyday families and even on the racks of exclusive getaways—Omni Bedford Springs Resort in Pennsylvania, I’m looking at you.

From "The Internet Soap" to a Household Name

Dr. Squatch’s rise is a masterclass in modern attention. For years, you couldn't scroll social media without seeing their "edutainment" ads—usually featuring a bearded man shouting that "your soap is sh*t" while explaining the benefits of cold-process manufacturing.

They proved a theory that the fragrance industry has debated for decades: Men do care about scent; they just want the experience to be accessible, funny, and unpretentious. They took the "stuffy" out of grooming and replaced it with personality.

The Pop Culture Takeover

What started with funny YouTube ads has evolved into a legitimate pop culture force. Dr. Squatch is no longer just selling hygiene; they are selling relevance.

In 2025, they broke the internet with a Sydney Sweeney collaboration, leaning into internet humor to create a viral moment that transcended the grooming aisle.

They followed that up by partnering with Netflix for the final season of Stranger Things, releasing scents like Hellfire & Beyond.

By turning soap into a collectible tied to the biggest stars and shows in the world, they have kept the momentum going well past the typical lifespan of a "viral brand."

The Gateway to Better Scent

The most impressive part of the Dr. Squatch story isn't the marketing—it's the retention. As I found out on that Father's Day, the product actually smells great. They have done the heavy lifting of introducing millions of men to notes like Sandalwood, Pine Tar, and Bourbon.

Once you realize how much better you feel when your shower routine smells premium, the natural next step is upgrading your daily cologne to match. We mean, try a perfume or cologne sample, of course. But we're a bit biased. 

If you—like me—have fallen for the woody, masculine profiles of Dr. Squatch, you are ready to explore the world of fine fragrance. We recommend trying samples of these wood-forward heavyweights: