Dr. Squatch Enters Sun Care, Betting on Natural Scents to Win Over Men

LOS ANGELES, CA – May 01, 2026 – Dr. Squatch, the brand that built an empire on natural soaps and masculine scents, is stepping into the light with its most ambitious launch yet: a new line of mineral-based spray sunscreen. The move marks the company's formal entry into the sun care market, a category that men have notoriously overlooked. With its new Broad Spectrum SPF 30 Spray Sunscreen, Dr. Squatch isn't just selling protection; it's attempting to fundamentally change male grooming habits by making sun care an enjoyable, sensory experience.

Built on a foundation of over 98% natural origin ingredients, the zinc oxide-powered formula is designed to provide powerful UVA/UVB protection without the greasy, sticky feel that has long deterred men from regular use. The launch is a calculated wager that the brand's cult-like following and unique positioning can succeed where others have struggled, turning a mundane health necessity into a desirable part of a man's daily routine.

Tapping an Untapped Market

The men's sun care market, while growing, remains a significant area of opportunity. Valued at over $2.5 billion in 2025 and projected to grow at a compound annual rate of over 7%, the segment is fueled by rising awareness of skin cancer risks and a broader cultural shift towards male grooming. Despite this, studies have shown that a vast majority of men do not use sunscreen daily. The primary complaints are consistent: traditional sunscreens are inconvenient, feel greasy, and often lack appealing scents.

Dr. Squatch is tackling these barriers head-on. The new spray sunscreen comes in an easy-to-use format for quick application and is formulated to be lightweight and non-greasy. But the brand's signature twist lies in its scents. The sunscreen is available in two distinct aromas: Coconut Castaway, a tropical blend of coconut and citrus, and Amber Solstice, a warmer, more sophisticated scent with notes of bergamot and rich woods. By making sunscreen smell as good as its popular deodorants and soaps, the company aims to transform the experience from a chore into a ritual.

"Sun protection is one of the most important steps in any routine, but it's often overlooked or avoided," said Josh Friedman, CEO at Dr. Squatch, in a statement. "With our new Spray Sunscreen, we're making it easier and more enjoyable for guys to protect their skin with a natural formula that feels great, performs, and smells incredible."

This strategy directly targets the core reasons for male aversion to sun care. By focusing on sensory appeal and high performance, Dr. Squatch is betting it can convince its loyal customer base—and new converts—that sun protection is a non-negotiable, and even pleasant, aspect of feeling and smelling like a champion.

The Power of Mineral and Natural Ingredients

Beyond user experience, Dr. Squatch's strategic choice of a mineral-based formula aligns with powerful consumer trends favoring 'clean' and 'natural' products. The active ingredient, zinc oxide, is a mineral that sits on top of the skin, creating a physical barrier that reflects UV rays. This is in contrast to chemical sunscreens, which absorb into the skin to convert UV radiation into heat.

Consumer demand for mineral sunscreens has surged in recent years, driven by health-conscious buyers seeking ingredient transparency and products perceived as safer for both their bodies and the environment. The "reef-safe" movement has also cast a critical eye on certain chemical sunscreen ingredients, further bolstering the appeal of mineral alternatives like zinc oxide and titanium dioxide. By launching with a mineral-only formula, Dr. Squatch immediately positions itself within this growing, high-value segment of the market.

The brand's commitment to natural ingredients is a core pillar of its identity. The new sunscreen reinforces this, boasting a composition of over 98% natural origin ingredients, including skin-supporting additions like Vitamin E and coconut alkanes. This focus on a 'clean' formulation not only appeals to existing Dr. Squatch customers who already value its natural soaps and deodorants but also attracts a broader audience of health-conscious consumers who are increasingly scrutinizing product labels.

A Strategic Leap for a Niche Giant

This expansion into sun care represents a significant strategic diversification for Dr. Squatch. Having firmly established itself as the #1 natural men's personal care brand in the U.S., the company is now leveraging its considerable brand equity to conquer a new, highly competitive category. It's a move that tests the elasticity of the brand and its ability to translate its success in daily hygiene products to the more seasonal and health-driven sun care space.

The competitive landscape is formidable, populated by skincare giants like L'Oréal and Beiersdorf, as well as agile, direct-to-consumer darlings such as Supergoop! and Coola. However, Dr. Squatch's unique brand identity—a blend of rugged masculinity, humor, and a steadfast commitment to natural ingredients—gives it a distinct advantage. The company isn't trying to compete on the same terms as traditional brands; instead, it is carving out a niche specifically for men who want effective, natural products that don't feel clinical or generic.

By entering the market with a product so closely aligned with its core values, Dr. Squatch is making a calculated play to own the 'natural men's sunscreen' category before it becomes mainstream. The launch is less about stealing market share from existing sun care brands and more about creating new market space by converting the unconverted: the millions of men who currently go without sun protection.

From Online to In-Store: A Multi-Channel Assault

To ensure broad reach, Dr. Squatch is deploying a multi-channel retail strategy. The sunscreen is available for $20 per can on the company's website—with a two-pack discount for direct-to-consumer shoppers—as well as on Amazon and on the shelves of mass-market giants Target and Walmart. This approach covers all bases, capturing the booming e-commerce market while simultaneously establishing a strong physical retail presence.

Online channels, which accounted for over a third of men's sunscreen sales in 2025, are a natural fit for a digitally native brand like Dr. Squatch. However, the presence in Target and Walmart is crucial for capturing the majority of the market, as supermarkets and hypermarkets remain the dominant distribution channel for personal care. This physical placement puts the brand's distinctive packaging and messaging directly in front of everyday shoppers, challenging incumbent brands on their home turf.

The product's price point places it in the mid-to-premium range, reinforcing its positioning as a high-quality, specialized product rather than a generic commodity. This strategic pricing, combined with its wide availability and unique formulation, signals that Dr. Squatch is not just dipping its toes in the water but is making a serious, long-term investment in becoming a major player in men's sun protection.