Image Courtesy of Dr. Squatch
Mike Tyson Revealed as the New Face of Dr. Squatch as the Brand Unveils Its New ‘Total Moisture’ Line
March 27, 2025
Mike Tyson will face his hardest obstacle yet: dry and sensitive skin.
In a new ad campaign for Dr. Squatch, the legendary “Iron Mike” is hanging up his gloves to become “Moisture Mike,” a reformed version of himself who is embracing his ultra-sensitive side with the help of Dr. Squatch’s Total Moisture Collection.
Together, the cultural icon and leading men’s natural personal care brand demonstrate that true strength means taking care of your skin with the new dermatologist-tested, ultra-hydrating soap that provides heavyweight hydration without sacrificing ingredients or performance.
“I’m excited to partner with Dr. Squatch on their Total Moisture line. I’ve been using it, and I’m a fan,” said Mike Tyson. “It is important to take care of your skin, and these products make it easy. And, let’s be real, they smell great.”
In an exclusive to RetailWire, John Ludeke, SVP of marketing at Dr. Squatch, discussed the creative thought process behind this partnership.
“Mike Tyson and toughness are synonymous, making him the ultimate partner to champion our all-new Total Moisture Collection, a line of bar soaps featuring a superlative level of moisture via unique plant butters,” Ludeke explained. “His involvement isn’t just unexpected, it’s powerful, because we are highlighting a side of Mike that most of the world has never seen. The campaign shows Mike shedding his Iron Mike persona and embracing Moisture Mike, a side of him that unapologetically prioritizes self-care and well-being. It challenges outdated male grooming stereotypes and proves that real toughness includes taking care of yourself; if the baddest man on the planet can embrace his sensitive side with all-natural skincare, so can anyone.”
When asked how long the collaboration with Mike Tyson would last, he added, “We are working with Mike on the Total Moisture launch as well as additional content tied to our core product lines. This relationship will continue for the foreseeable future with content rolling out across TV, YouTube, Meta, TikTok, Spotify, and Pinterest. We are supporting the partnership with robust paid media support to ensure guys everywhere hear the message loud and clear.”
The Total Moisture line is available at Dr. Squatch’s Amazon storefront.
Mike Tyson’s Latest Business Move
In recent years, Mike Tyson has worked overtime to reshape his image from a street-scraping, hardcore boxer with a fearsome reputation both in and out of the ring to a savvy businessman with a softer side.
In November 2024, Iron Mike announced that he’d invested strategically in Mr. Charlie’s Told Me So (TMS), a pioneering plant-based quick-service restaurant (QSR). This initiative comes as the plant-based food market is expected to top $77.8 billion by the end of this year.
Mr. Charlie’s TMS is well-known for its creative fast-food menu and commitment to giving marginalized people a second chance. With existing sites in Los Angeles, San Francisco, and Sydney, Australia, the restaurant plans to expand through a franchising model. Tyson, a long-time proponent of plant-based diets, expressed satisfaction in supporting a business that shares his health and community service ideals.
“Mr. Charlie’s is a natural choice for Carma Holdco, as we diversify into the food industry,” Mike Tyson said at the time in a statement accompanying the press release announcement of the investment. “I very much believe in the healthy benefits of a vegan diet and was a strict vegan for many years. I’m proud to align myself with partners bringing healthy alternatives that taste good to the fast food space. Mr. Charlie’s mission to help and hire those from the homeless community is something that I am truly passionate about, and I look forward to helping many people and communities with the expansion of Mr. Charlie’s across the globe.”
Recent News
