In this episode of Create, we unpack how Dr. Squatch built a $300M soap brand by borrowing Dollar Shave Club’s viral playbook—and making it their own.

What started as a garage project by a founder with sensitive skin became one of the most iconic DTC brands of the last decade. But this wasn’t about originality—it was about execution.

Dr. Squatch studied what worked, adapted it for their audience, and scaled it with smart creative, performance media, and a crystal-clear brand voice.

In this episode, we cover:

- How Dr. Squatch modeled their first ad off Dollar Shave Club

- Why founder-led content still outperforms big-budget creative

- The power of leaning all the way into a niche (in this case: men, outdoors, “natural”)

- How they turned soap into an identity product

- The system behind their YouTube ad empire

- What modern brands can learn from remixing a proven strategy