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
Why Jack saw an untapped opportunity in a product that had been around for centuries
How subscription boxes helped Dr. Squatch find its first customers
Why Jack made a $3,500 bet on a marketing class when money was running low
How Facebook ads helped Dr. Squatch grow before its viral video breakthrough
What Jack learned about hiring, managing costs, and scaling a fast-growing business
How Jack navigated the transition from founder to CEO—and eventually stepped away
Production Credits
How I Built This is produced by Podcast Pointman and part of the Vox Media Podcast Network.
Follow How I Built This:
YouTube → @HowIBuiltThis
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
Follow Guy Raz:
Instagram → @guy.raz
X → @guyraz
Substack → guyraz.substack.com
Website → guyraz.com
Learn more about your ad choices. Visit podcastchoices.com/adchoices
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
Why Jack saw an untapped opportunity in a product that had been around for centuries
How subscription boxes helped Dr. Squatch find its first customers
Why Jack made a $3,500 bet on a marketing class when money was running low
How Facebook ads helped Dr. Squatch grow before its viral video breakthrough
What Jack learned about hiring, managing costs, and scaling a fast-growing business
How Jack navigated the transition from founder to CEO—and eventually stepped away
Production Credits
How I Built This is produced by Podcast Pointman and part of the Vox Media Podcast Network.
Follow How I Built This:
YouTube → @HowIBuiltThis
Instagram → @howibuiltthis
X → @HowIBuiltThis
Facebook → How I Built This
Follow Guy Raz:
Instagram → @guy.raz
X → @guyraz
Substack → guyraz.substack.com
Website → guyraz.com
Learn more about your ad choices. Visit podcastchoices.com/adchoices
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