Before Its Splashy Super Bowl Ad, Soap Startup Dr. Squatch Built A $100 Million Business

Dr. Squatch founder Jack Haldrup

K.C. Alfred/TNS/Newscom

Love it or hate it, Dr. Squatch made a splash with its Super Bowl ad targeted to manly men last night.

But before the TV commercial, founder Jack Haldrup, a 33-year-old entrepreneur, had already built a $100 million direct-to-consumer business for Dr. Squatch’s soaps, haircare and deodorants off viral YouTube videos.

Haldrup, who has a bachelor’s in finance and a master’s in information systems from Indiana University, started the company in 2013 with the basic idea of natural soap for men. In a 2018 interview with the San Diego Union-Tribune,

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