.5B. Wikipedia confirmed. D7 Trust 86 (A). D5 Topical 83 (A). Blog active June 2026. Critical gap: no schema markup. Projected Grade A post-fix.">
IDEALAB · AI VISIBILITY OS v1.1 BRAND AUDIT · BR-003 GRADE B · CITATION READY HIGHEST BRAND SCORE IN DATABASE ACQUIRED BY UNILEVER · $1.5B · JUNE 2025 WIKIPEDIA CONFIRMED · $400M REVENUE

AI Visibility Score Report

drsquatch.com · Dr. Squatch — Natural Men's Personal Care · Founded 2013 · Los Angeles · Jack Haldrup Founder · Josh Friedman CEO · Unilever Subsidiary · June 25, 2026

Independent AI Visibility Score audit of Dr. Squatch (drsquatch.com) using the IdeaLab AI Visibility OS v1.1 framework. Composite: 80/100 · Grade B — Citation Ready · BR-003 · Highest brand score in IdeaLab database. Dr. Squatch is a natural men's personal care brand founded in 2013 by Jack Haldrup. Acquired by Unilever in June 2025 for $1.5 billion (Financial Times). Revenue: $400M (2024). 7.8% North American bath soap market share. #4 soap brand in the US. Wikipedia article confirmed. Framework by J.L. Marcoux, IdeaLab.ai.

🧼
Key Finding: Highest Brand Score — Unilever Acquisition Is the Strongest Trust Anchor in the Database
Dr. Squatch scores 80/100 — Grade B, Citation Ready — the highest score of any brand in the IdeaLab database, 10 points above LMNT (70) and 20 above Midday Squares (60). Two dimensions score Grade A: D7 Trust Signals (86) — the Unilever $1.5B acquisition is the most powerful institutional trust signal in the database — and D5 Topical Authority (83) — Dr. Squatch is the category-defining brand for "natural men's soap" in AI training data. Wikipedia is confirmed. The blog publishes actively in June 2026. The sole critical gap: no structured schema markup anywhere on drsquatch.com — no Organization JSON-LD, no Article JSON-LD, no Product JSON-LD — despite 300+ blog posts and dozens of product SKUs.
⚡ Acquisition Context — Dual Effect on AI Visibility: The Unilever acquisition (June 23, 2025) creates a dual signal for AI engines. Positive: Unilever's press release on unilever.com is a tier-1 institutional citation — the equivalent of a $60B market cap corporation officially declaring "Dr. Squatch is ours." This moves D7 Trust Signals to 86/100 (Grade A), the highest trust score in the database. Risk: Dr. Squatch's brand identity was built by positioning against exactly the brands Unilever owns (Dove, Axe, Vaseline). Community sentiment post-acquisition was negative on Reddit. The "natural, independent, anti-corporate" brand narrative now coexists with Unilever subsidiary status — creating D1 Brand Clarity tension that AI engines will eventually reflect.
⚠️
Critical Gap: Zero Structured Schema on a 300+ Post Blog Publishing in June 2026
Dr. Squatch's blog is publishing "how to get rid of oily hair" on June 25, 2026 and "how to smell good all day" on June 24, 2026. AI engines cannot read when any of these 300+ posts were published because no Article JSON-LD with datePublished is deployed. No Product JSON-LD exists on product pages. No Organization JSON-LD declares the brand entity. A single Shopify schema app deployed in one afternoon is estimated to push the composite score from 80/100 to 84-87/100 — pushing Dr. Squatch into Grade A territory alongside Rand Fishkin and the influencer elite.
COMPOSITE SCORE · GRADE SCALE · 7-DIMENSION OVERVIEW
80
/100 · Brand Audit BR-003
BCitation Ready
GRADE SCALE
A85–100Answer Authority
B70–84Citation Ready
C50–69Legacy Mode
D30–49High Risk Zone
F0–29Pre-AI Era
7-DIMENSION RADAR

Remarkably balanced profile — all dims 74+.
D7 (86) and D5 (83) are dual Grade A peaks.

DIMENSION SCORES
D1
8210%
D2
7820%
D3
7415%
D4
8120%
D5
83 ★15%
D6
7710%
D7
86 ★10%
PROJECTED — POST SCHEMA
84–87 / 100
Organization + Article + Product JSON-LD
Grade A in one afternoon
WEIGHTED SCORECARD
DimensionWeightScoreWeightedGrade
D1Brand Clarity POST-ACQ COMPLEXITY10%828.20B
D2Content Depth 300+ BLOG POSTS ACTIVE JUN 202620%7815.60B
D3Entity Recognition WIKIPEDIA ✓ · UNILEVER SUBSIDIARY15%7411.10B
D4Citation Network REUTERS · UNILEVER PR · FORBES · MARKETING DIVE20%8116.20B
D5Topical Authority ★ GRADE A · NATURAL MEN'S SOAP #115%8312.45A
D6Recency & Freshness BLOG JUN 2026 · NEW DEODORANT FEB 202610%777.70B
D7Trust Signals ★ GRADE A · UNILEVER $1.5B · WIKIPEDIA · REUTERS10%868.60A
TOTAL100%—79.85B
DIMENSION ANALYSIS — Click to expand
BRAND AUDIT COMPARISON — IdeaLab Database (3 Brands Audited)
Brand Score Grade Wikipedia Blog Org Schema Revenue Parent
BR-003Dr. Squatch ◀ 80 B ✓ Confirmed 300+ · Jun 2026 ✗ Missing $400M (2024) Unilever ($1.5B)
BR-001LMNT 70 B ✗ Missing Science subdomain ✗ Missing $72M DTC (2025) Independent (2026)
BR-002Midday Squares 60 C ✗ Missing Social only · Dec 2024 ✗ Missing $30M (2024) VC-backed ($16.5M)
DATABASE BENCHMARK — Full IdeaLab Database (15 entities)
NP-001○Neil Patel
91
NP-NEW○Dharmesh Shah
90
NP-003○Rand Fishkin
87
NP-010○Ali Abdaal
84
NP-008○Seth Godin
84
NP-005○Jay Baer
81
NP-006○Marcus Sheridan
81
BR-003⬡Dr. Squatch ◀ #8
80
NP-002○Gary Vaynerchuk
79
NP-004○Ann Handley
77
NP-007○Justin Welsh
75
NP-009○Brian Dean
74
BR-001⬡LMNT
70
BR-002⬡Midday Squares
60
NP-011○Amanda Natividad
60

⬡ = Brand · ○ = Person. Dr. Squatch (80) is the highest-scoring brand in the IdeaLab database, ranking #8 overall — ahead of Gary Vaynerchuk (79), Ann Handley (77), and all other entries below it. It is the first brand to sit in direct competition with established marketing influencers in the database ranking. The Unilever acquisition is the key differentiator: institutional parent company ownership provides trust and entity recognition that no independent brand in this database possesses. Projected post-schema: 84-87/100, challenging Rand Fishkin (87) for the #3 position.

AUDIT RECORD
entity_nameDr. Squatch
audit_idBR-003 — Third Brand Audit in IdeaLab Database
primary_domaindrsquatch.com
entity_typeConsumer Brand — DTC Natural Men's Personal Care
founded2013 · San Diego, CA → Los Angeles, CA
founderJack Haldrup (CEO 2013–2025) · Josh Friedman (current CEO)
acquisitionAcquired by Unilever, June 23, 2025 · $1.5 billion (Financial Times)
prior_ownerSummit Partners (growth equity, majority stake 2022–2025)
revenue$400M (2024) · 85% from drsquatch.com DTC
market_position7.8% North American bath soap market share · #4 soap brand in US
valuation~$2B (Summit Partners sale process) · acquired $1.5B
employees~338
distributiondrsquatch.com + Walmart + Target + retail + DTC subscription
productsBar soap (hero), body wash, deodorant, hair care, cologne, lotion, lip balm, toothpaste
marketingSydney Sweeney 'Body Wash Genie' (1M sweepstakes signups) · Mike Tyson 'Moisture Mike' · Super Bowl ads · Spirit Halloween collab
wikipediaCONFIRMED — en.wikipedia.org/wiki/Dr._Squatch ✓
audit_date2026-06-25
frameworkIdeaLab AI Visibility OS v1.1
composite_score80 / 100
gradeB — Citation Ready
db_position#8 in IdeaLab database · Highest brand score (BR-003)
D1_brand82 · B — strong brand, post-acquisition clarity tension, no Org JSON-LD
D2_content78 · B — 300+ blog posts, active Jun 2026 · no Article JSON-LD or Product JSON-LD
D3_entity74 · B — Wikipedia confirmed · Unilever subsidiary · no Org JSON-LD on domain
D4_citation81 · B — Reuters · Unilever PR · Forbes · Marketing Dive · AdWeek · Super Bowl
D5_topical83 · A — GRADE A · natural men's soap category leader · 300+ blog posts
D6_freshness77 · B — blog Jun 2026 active · new product Feb 2026 · no datePublished JSON-LD
D7_trust86 · A — GRADE A · Unilever $1.5B · Wikipedia · Reuters · Super Bowl · Made in USA
critical_gapZero structured schema — no Organization, Article, or Product JSON-LD on drsquatch.com
top_actionInstall Shopify schema app (JSON-LD for SEO or Schema App) — deploys all 3 schema types in one afternoon
acquisition_noteUnilever ownership = strongest institutional trust anchor in database; also creates anti-establishment brand clarity risk
projected_score84–87 / 100 · Grade A · after schema deployment
audited_byIdeaLab.ai · J.L. Marcoux · AI Visibility OS v1.1 · June 25, 2026
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AI Visibility Score Breakdown

How This Score And Grade Are Calculated

Every IdeaLab audit uses the AI Visibility OS v1.1 — a seven-dimension framework that measures how discoverable, citable, and trustworthy an entity is to answer engines like ChatGPT, Perplexity, Google AI Overviews, Claude, and Gemini. Each dimension is scored 0–100, multiplied by its weight, and summed into a composite 0–100 score. The composite maps to a letter grade that describes AI-answer behavior for the entity's core queries.

D1 · BRAND CLARITY
WEIGHT ×1.0 · 10%

Consistent, unambiguous naming and positioning across owned surfaces. AI engines cite entities that resolve to a single canonical identity.

D2 · CONTENT DEPTH
WEIGHT ×2.0 · 20%

Long-form, first-hand, evidence-rich content on owned domains. Depth is the largest single driver of LLM citation frequency.

D3 · ENTITY RECOGNITION
WEIGHT ×1.5 · 15%

Presence in knowledge graphs — Wikipedia article, Wikidata QID, Google Knowledge Panel, sameAs coverage. Anchors the entity for AI retrieval.

D4 · STRUCTURED KNOWLEDGE
WEIGHT ×2.0 · 20%

Schema.org JSON-LD coverage: Organization, Person, Article, Product, aggregateRating, FAQPage, BreadcrumbList. Machine-readable = AI-citable.

D5 · MULTI-PLATFORM PRESENCE
WEIGHT ×1.5 · 15%

Verified accounts and consistent identity across YouTube, LinkedIn, X, Instagram, TikTok, GitHub, Substack, podcasts. Cross-surface coherence lifts AI confidence.

D6 · SOCIAL PROOF & CITATIONS
WEIGHT ×2.0 · 20%

Independent third-party citations: press, podcasts, academic references, high-authority backlinks, reviews. The corroboration layer AI engines weigh above self-claims.

D7 · AI DISCOVERABILITY
WEIGHT ×1.0 · 10%

AI-crawler posture: robots.txt policy for GPTBot / ClaudeBot / PerplexityBot / Google-Extended, llms.txt policy file, canonical URLs, sitemap freshness, dateModified hygiene.

COMPOSITE FORMULA
Score = (D1×0.10) + (D2×0.20) + (D3×0.15) + (D4×0.20) + (D5×0.15) + (D6×0.20) + (D7×0.10)

The two heaviest weights — D2 Content Depth and D4/D6 Structured Knowledge and Citations — reflect the empirical drivers of AI answer inclusion. D3 Entity Recognition acts as a ceiling: without Wikipedia and Wikidata anchoring, most audits cap at Grade B regardless of the other six dimensions.

GRADE SCALE
A · 85–100
Answer Authority — AI engines cite the entity by default
B · 70–84
Citation Ready / Strong — cited when prompted specifically
C · 60–69
Moderate / Legacy Mode — inconsistent AI visibility
D · 50–59
At Risk — rarely surfaced without exact-name prompts
F · <50
Invisible — no reliable citation surface for AI answers

The per-dimension scores and weighted contributions for this specific audit are shown in the scoring table above. The Top Gap and Top Action highlighted on this page correspond to the lowest-scoring high-weight dimensions — the fixes with the largest projected uplift to the composite score.

Score Methodology FAQ

Frequently Asked Questions About The AI Visibility Score

What is the AI Visibility Score?
The AI Visibility Score is a 0–100 composite metric produced by IdeaLab's AI Visibility OS v1.1 framework. It measures how discoverable, citable, and trustworthy an entity — a brand, creator, product, or expert — is to generative answer engines such as ChatGPT, Perplexity, Google AI Overviews, Claude, and Gemini. Higher scores correlate with more frequent and more confident AI citations for the entity's core queries.
How is the score calculated?
Each of the seven dimensions (D1–D7) is scored 0–100, multiplied by its weight, and summed. The formula is: Score = (D1 × 0.10) + (D2 × 0.20) + (D3 × 0.15) + (D4 × 0.20) + (D5 × 0.15) + (D6 × 0.20) + (D7 × 0.10). Content Depth (D2), Structured Knowledge (D4), and Social Proof & Citations (D6) carry the largest weights because they are the empirical drivers of AI citation behavior.
What do the letter grades A through F mean?
Grade A (85–100) is Answer Authority — AI engines cite the entity by default. Grade B (70–84) is Citation Ready — cited when prompted specifically. Grade C (60–69) is Moderate / Legacy Mode with inconsistent AI visibility. Grade D (50–59) is At Risk — rarely surfaced without exact-name prompts. Grade F (below 50) is Invisible — no reliable citation surface for AI answers.
Why does Entity Recognition (D3) act as a ceiling?
Without a Wikipedia article, a Wikidata QID, and consistent sameAs coverage across owned surfaces, AI engines cannot reliably resolve the entity to a single canonical identity. In practice this caps most audits at Grade B regardless of how strong the other six dimensions are, because the retrieval layer that grounds AI answers depends on knowledge-graph anchoring.
What is the difference between the Top Gap and the Top Action?
The Top Gap is the single lowest-scoring high-weight dimension for the audited entity — the diagnosis. The Top Action is the concrete, prioritized fix that addresses that gap and delivers the largest projected uplift to the composite score. Together they turn a static score into an execution roadmap.
How often is an AI Visibility Score refreshed?
IdeaLab audits are refreshed when the entity ships meaningful changes — a Wikipedia article goes live, new JSON-LD schema is deployed, an llms.txt is published, or major press citations land — and on a rolling quarterly cadence to capture drift in AI-crawler policy, knowledge-graph coverage, and citation surface.

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