Jack Haldrup didn’t set out to build a billion-dollar company. He just wanted a way out of consulting and a bar of soap he actually liked.
After developing psoriasis, Jack started paying closer attention to the products he used on his skin. A chance purchase at a farmers market introduced him to handmade soap and sparked a business idea. With just $1,500, he launched an online soap company, shipping orders from his closet. Eventually, his mom took over fulfillment from his childhood bedroom.
But growing the company meant navigating a trademark dispute, a painful split with a lifelong friend and business partner, and rising expenses that forced Jack to cut staff and rethink the business.
Then, in 2018, a video ad made on a small budget went viral and transformed Dr. Squatch into a rocket ship. By 2020, annual sales had reached $113 million, and Unilever acquired the company in 2025 in a deal reportedly worth $1.5 billion.
In this episode, Jack explains why spending most of his remaining savings on a marketing class became a turning point, how Dr. Squatch found its voice through funny ads, and why he eventually stepped down as CEO of the company he’d built.
What You’ll Learn
<ul>
 <li>Why Jack saw an untapped opportunity in a product that had been around for centuries</li>
 <li>How subscription boxes helped Dr. Squatch find its first customers</li>
 <li>Why Jack made a $3,500 bet on a marketing class when money was running low</li>
 <li>How Facebook ads helped Dr. Squatch grow before its viral video breakthrough</li>
 <li>What Jack learned about hiring, managing costs, and scaling a fast-growing business</li>
 <li>How Jack navigated the transition from founder to CEO—and eventually stepped away</li>
</ul>
Production Credits
How I Built This is produced by Podcast Pointman and part of the Vox Media Podcast Network.
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Dr. Squatch: Jack Haldrup. From a Closet Full of Soap to a $1.5 Billion Brand

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