In This Corner, for Dr. Squatch: 'Moisture Mike Tyson'

He doesn't throw a single punch

Mike Tyson is known as “Iron Mike.” But if you dare to call him “Moisture Mike” … well, that’s fine. The boxer has adopted the new nickname and a softer, more sensitive persona as the face of Dr. Squatch’s ultra-hydrating Total Moisture Collection.

In new ads for the natural men’s care brand directed by Kyle Beiermeister and appearing on TV, YouTube, TikTok and elsewhere, Tyson sheds his tough-guy image and indulges in a boxing gym magically transformed into a serene spa.

He is joined by a few pigeons, because Tyson loves the birds. He began keeping them as a kid and still has a flock of his own. In a recent interview with People, Tyson estimates he owns 1,000.

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Here, John Ludeke, Dr. Squatch’s SVP of global marketing, talks about partnering with Tyson as well as athletes like climber Alex Honnold and NFL quarterback Justin Herbert and leading with entertainment. He also reveals where the name Dr. Squatch came from.

MUSE: Why did you want to make Mike Tyson the face of your Total Moisture line?

John Ludeke: Total Moisture is an ultra-moisturizing, sensitive bar soap, which is a product type that a lot of guys might not typically reach for or even feel comfortable talking about. So, we asked ourselves: who better to help shift that mindset than the baddest man on the planet? If it’s good enough for Mike Tyson, maybe it’s good enough for you. Mike Tyson transcends sport and is a cultural force far greater than boxing.

Why do you find athletes make great reps for your products as opposed to models?

Athletes are a natural fit because they embody strength and performance—qualities that resonate with our core audience. We like to partner with authentic, recognizable people who inspire everyday guys and can show them that self-care and toughness go hand in hand. You need to take care of yourself to reach peak performance.  

And how does Tyson play into that strategy?

Instead of the typical tough-guy persona in the ring, we leaned into showing him in more relaxed, self-care moments to challenge the idea that moisturizing and sensitivity aren’t masculine. Real strength includes taking care of yourself, and Mike helps us tell that story in a powerful way.

What was it like to see him in action on set?

He’s a very genuine and funny guy, and he was naturally able to lean into the humor. We wanted Mike to be authentically himself, and he delivered.

I love that you included pigeons. Was that your idea or his?

We built the idea of using the pigeons into the original concept that we pitched to Mike’s team. We thought the pigeons spoke to a part of his life and story that often does not get shared.

Why has humor been a hallmark of Dr. Squatch’s marketing?

We’ve always believed that if you want to reach guys, you’ve got to speak their language. Most men aren’t naturally gravitating toward better-for-you personal care products. So, instead of preaching, we lead with entertainment. Humor is the gateway—it grabs attention, breaks down skepticism and makes people actually want to engage. Once we’ve got them laughing, we have the opportunity to shift the conversation. We can introduce the benefits of natural ingredients, help guys understand why self-care matters and show them that switching up their routine doesn’t mean giving up their edge. We don’t take ourselves too seriously, but we do take our products seriously. That balance of fun and function is what makes our approach work. At the end of the day, humor helps us create a brand that feels approachable, memorable and enjoyable to interact with.

Where did the name Dr. Squatch come from?

Our founder Jack always knew that he wanted to create a brand that was focused on natural products for men, but he also didn’t want the brand to take itself too seriously. His awesome and creative sister is an artist. They worked together to develop the first logo and branding, a version of which we still use today. At first the brand was named Sasquatch Soap. But as they developed the look, it continued to evolve. They wanted to create something that could represent more than just soap and also become a character that could represent the brand. Ultimately, they landed on Dr. Squatch, and it just stuck.