Lesson From Dr. Squatch and Dude Wipes
Updated on
Will Nitze
@willnitze·Jun 23
Dr. Squatch and DUDE Wipes both get massively paid out.
Lesson?
Consumers - now more than ever - want brands with personality.
And acquirers / funds have fallen in line.
Will Nitze nailed it: brands with real personality are cashing out. DUDE Wipes and Dr. Squatch aren’t just selling hygiene—they’re selling attitude, humor, and identity.
Why It Works
- People buy stories, not products
- Brands with personality feel human, not corporate
- Personality builds loyalty faster than discounts
- Acquirers love the predictability of cult-like fans
Examples
- Liquid Death made canned water cool with metal-band energy—now valued over $1.4B
- Oatly turned oat milk into a quirky lifestyle movement
- Duolingo uses a cheeky mascot voice that’s become social media gold
- Ryan Reynolds’ Aviation Gin sold for $610M after building a witty, relatable brand tone
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