Dr. Squatch's New World Lets Men Say Yes to Unapologetic Manliness

Modern manhood has been tamed. Guys have traded adventure for desk chairs, the wild for Wi-Fi, and the pure joy of doing man stuff for weekly shops and bin collection schedules. That’s why Dr. Squatch has created Manlandia, an unapologetically manly world where men can break out of the grind, embrace their natural instincts, and celebrate the unfiltered fun of being a dude.

Fronted by British UFC lightweight fighter Paddy 'The Baddy' Pimblett, Manlandia is ruled by the rallying cry of, 'Yes, You Man!' It’s a permission slip to say yes to grit, mischief, and the kind of simple man stuff modern life doesn’t always leave room for. It shows that there are many ways to 'man,' but only one way to smell like one: with products from the #1 men’s natural personal care brand in the US.

Known for his explosive fighting style, outspoken personality and signature post-fight meals, Liverpool’s own Paddy Pimblett brings charisma, grit and a wink of self-deprecating humour to the UK campaign. Whether in the Octagon or the pub, Paddy captures the spirit of Manlandia - where men are free to be themselves, do things their way, and smell great while doing it.

“In Manlandia, we don’t lather up with harsh chemical solutions rubbish," said Paddy Pimblett. “We go natural, fresh, and smell mint while we’re at it. That’s why we go Squatch."

The OOH campaign will run across Liverpool and London, including taxi wraps in the capital, guiding viewers through Manlandia’s wildest corners. Designed to resonate globally, the Manlandia campaign taps into talent from around the world, featuring rugby legend Nick Cummins in Australia and in North America, starring actor Alan Ritchson.

Paddy’s campaign will be supported by video content on Amazon Prime, YouTube, and Sky Sports, plus digital activations on TikTok and Meta, and will extend across YouTube and social in the US and Canada. The campaign celebrates manhood, from questionable fashion to the urge to grunt at everything.

Manlandia is Dr. Squatch’s call for men to embrace who they are - no filters, no pretence, just premium natural care products that work as hard as they do and inspire them to be happier and healthier.

"Paddy’s confidence, humour, and authenticity make him the perfect representation for Manlandia and Dr. Squatch,” said John Ludeke, SVP of global marketing at Dr. Squatch. “He’s proof that our greatest strength comes from being our authentic selves.”

"Men’s grooming has long been stuck in outdated conventions,” added Josh Friedman, CEO of Dr. Squatch. “With this campaign we’re giving men permission to embrace their natural manly selves , while using products that smell better and feel better.

As the home of Dr. Squatch, Manlandia is stocked with epic scents and natural ingredients that turn every shower into a reset button – fuelling fresher, happier, healthier men, one bar at a time.

The Dr. Squatch range is available across the UK on Dr. Squatch’s website, as well as at select Waitrose and Boots locations nationwide. Customers in the US, Australia, the EU, Germany, and Canada can also purchase directly from the brand.