Is Dr. Squatch Woke?

5/100 — Not Woke

US

drsquatch.com

Score Summary

BWF score 5 (Not Woke). Built its identity on irreverent, deliberately anti-"woke" marketing aimed at men, with no corporate ESG report, no DEI program, no Pride sponsorship, no HRC Corporate Equality Index participation, no documented left-leaning political contributions, and no CEO Action pledge as a standalone brand. Note: acquired by Unilever in 2025, whose corporate ESG/DEI commitments are not reflected at the brand level. Estimated from public sources.

Frequently Asked Questions

Is Dr. Squatch woke?

Based on our research, Dr. Squatch has a woke score of 5/100, rated Not Woke on the BuyWokeFree index — based on its ESG, DEI, Pride sponsorship, HRC Corporate Equality Index, political donations, and CEO Action record.

What is Dr. Squatch's woke score?

Dr. Squatch has a woke score of 5 out of 100, categorized as Not Woke. This score is based on analysis of ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions, and CEO Action for Diversity participation.

How does BuyWokeFree rate Dr. Squatch?

BuyWokeFree rates Dr. Squatch across six research dimensions: ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions to left-leaning causes, and CEO Action for Diversity participation. Dr. Squatch's overall woke score is 5/100.

About

Men's natural personal-care and grooming brand (soap, deodorant); acquired by Unilever in 2025.