Schmidt's Naturals

Schmidt's Naturals is an American personal-care company based in Portland, Oregon, known for aluminium-free natural deodorants alongside soaps and toothpaste. It grew from a home kitchen operation into a nationally distributed brand within a few years, and since December 2017 it has been owned by the consumer-goods group Unilever [5][6].

The company began with Jaime Schmidt, a mother and social worker in Portland who started making plant-based deodorants at home to keep her family fresh. The brand dates its founding to 2010 [2], while Wikipedia records that Schmidt began making personal-care products in her kitchen in 2011 [5]. The business was formally incorporated later, as Schmidt's Deodorant Company, LLC, in January 2015.

Schmidt's products first gained a following at farmers' markets, where their viral popularity drew the attention of entrepreneur Michael Cammarata. In late 2014 Schmidt accepted Cammarata's offer to invest in exchange for equity, and in January 2015 the two formally established Schmidt's Deodorant Company, LLC [5]. Cammarata and Schmidt are both credited as cofounders of the company as it scaled [6].

The origin story is tied to the maker movement and to a stated belief that small, effective changes in daily habits can improve wellbeing. According to the company, the aim was to prove that plant- and mineral-based formulas could work as well as conventional ones.

The company expanded quickly in the mid-2010s. In 2016 it launched an exclusive partnership with its first major retailer, Target.com, and was named Manufacturer of the Year in the small-company category by the Portland Business Journal [5]. In June 2017 Schmidt and Cammarata were named Pacific Northwest Entrepreneurs of the Year by EY [5].

Later that year the brand became an acquisition target during a wave of interest in natural deodorant. Trade publication WWD reported that Schmidt's had roughly $45 million in sales and was on track to double that figure, and noted that Unilever's move closely followed Procter & Gamble's purchase of the rival natural-deodorant brand Native the previous month [6].

In December 2017 Unilever acquired Schmidt's Naturals for an undisclosed sum [5][6]. Both founders remained involved after the deal: Cammarata became chief executive and Schmidt continued as a brand spokesperson [5]. A Unilever executive described the brand as a strong entrant in the fast-growing natural category that complemented the group's existing U.S. deodorant portfolio [6]. Schmidt's now operates as a Unilever submark, alongside sister personal-care brands such as Dove, Vaseline, TRESemmé and St. Ives.

Schmidt's positions itself around plant- and mineral-based formulas, with a mission the company phrases as changing how people see naturalness. Its stated values centre on vegan and cruelty-free products, sustainability-focused manufacturing, and accessibility. The brand's formulas are marketed as free from aluminium, SLS, PEG, and artificial fragrances, colours and sweeteners.

The core range is natural deodorant, sold both as the Signature Deodorant Stick and as a Sensitive Skin line, along with natural soaps; Wikipedia also lists toothpaste among its personal-care products. Signature scents include Cedarwood + Juniper, Rose + Vanilla and Bergamot + Lime, while the sensitive-skin line offers Coconut Pineapple and Jasmine Tea. Formulas draw on ingredients such as magnesium, charcoal with exfoliating volcanic sand, arrowroot powder, baking soda, coconut oil and shea butter.

The company states its products are fully vegan and cruelty-free, and certified by the Coalition for Consumer Information on Cosmetics (Leaping Bunny) as well as PETA [4].

Beyond its 2016 Manufacturer of the Year award from the Portland Business Journal, the brand's founders received EY's Pacific Northwest Entrepreneur of the Year recognition in 2017. Its 2017 acquisition by Unilever was covered as a notable deal in the emerging natural-deodorant market.

Schmidt's Naturals remains commercially active as a subsidiary of Unilever. It operates a live multi-market online storefront selling deodorants and soaps, and its products continue to be distributed through mainstream retailers.