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| predecessor = <!-- or: | predecessors = -->
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| successor = <!-- or: | successors = -->
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| founded = {{Start date|2015|}} (Schmidt's Deodorant Company, LLC)
| founded = {{Start date|2010|}} (Schmidt's Deodorant Company, LLC)
| founder = Jaime Schmidt and Michael Cammarata (Co-Founders, Schmidt's Deodorant Company)
| founder = Jaime Schmidt
| defunct = <!-- {{End date|YYYY|MM|DD}} -->
| defunct = <!-- {{End date|YYYY|MM|DD}} -->
| hq_location_city = [[Portland, Oregon]]
| hq_location_city = [[Portland, Oregon]]
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| area_served = <!-- or: | areas_served = -->
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| key_people = {{Unbulleted list|Jaime Schmidt (Founder & CEO, 2010-2017;{{Cite web|url=https://www.entrepreneur.com/article/341389|title=How the Founder of Schmidt's Naturals Went From Zero to a Nine-Figure Exit}}</ref><ref>{{cite book |last=Schmidt |first=Jaime |date=2020 |title=Supermaker, Crafting Business on Your Own Terms |url=https://www.amazon.com/gp/product/1452184860 |publisher=Chronicle Books |isbn=1452184860}}</ref><ref>{{Cite news|url=https://www.forbes.com/sites/pauleannareid/2020/02/13/how-the-founder-of-schmidts-naturals-is-doing-her-part-to-close-the-venture-capital-gender-gap/#3e8d791914d1|title=How The Founder Of Schmidt’s Naturals Is Doing Her Part To Close The Venture Capital Gender Gap}}</ref> Chief Product Officer, 2017)|Michael Cammarata (Partner, 2015-2017; Chief Global Strategy Officer, 2017<ref>{{Cite web|url=https://www.inc.com/magazine/201908/jill-krasny/schmidts-naturals-jaime-schmidt-deodorant-myro-native.html|title= Meet 3 Founders Who Helped Turn Deodorant Into the Hottest Skin Care Product of 2019}}</ref>; CEO, December 2017-2019)|Ryu Yokoi (CEO, 2019-present)}}
| key_people = {{Unbulleted list|Ryu Yokoi (CEO, 2019-present)|Michael Cammarata (CEO, 2015-2019)|Jaime Schmidt (CPO, 2015-2017)}}
| products = Natural Deodorant & Beauty Products
| products = Personal Care & Home Products
| brands =
| brands =
| production =
| production =
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==History==
==History==
In 2010 Jaime Schmidt, a new mother, social worker, and proponent of the [[Maker culture|maker movement]] in [[Portland, Oregon]] began making her own personal care products including soaps, shampoos, conditioners, lotions, and cream deodorant in her kitchen.<ref name="auto">{{cite web|url=https://www.forbes.com/sites/paulearle/2018/05/23/how-to-win-by-breaking-good-the-story-of-schmidts-naturals/|title=How To Win By Breaking GOOD: The Story Of Schmidt's Naturals|last=Earle|first=Paul|website=Forbes}}</ref><ref>{{Cite web|url=https://twitter.com/jaimelynschmidt/status/1201599873549819904|title=And so, my after-work hours were spent reading product development books and trying my hand at the stove making soaps, shampoos, conditioners, lotions, foot creams, tinctures, and deodorant. My tiny kitchen had been transformed into a lab.pic.twitter.com/kNKVFoKTi3|last=Schmidt|first=Jaime|date=2019-12-02|website=@jaimelynschmidt|language=en|access-date=2019-12-18}}</ref><ref name="forbes">{{cite news|url=https://www.forbes.com/sites/eshachhabra/2019/05/30/how-this-oregon-brand-went-from-a-small-business-to-a-global-powerhouse-in-wellness/#5b90858052e7|title=How This Oregon Brand Went From A Small Business To A Global Powerhouse In Wellness|last1=Chhabra|first1=Esha|date=May 30, 2019|agency=[[Forbes]]}}</ref><ref>{{Cite web|url=https://twitter.com/jaimelynschmidt/status/1201599860228730880|title=10 yrs ago, I googled 'classes in Portland.' A class called 'DIY Shampoo’ caught my eye. Making my own shampoo sounded fun, plus my family was on a lean budget & it couldn't hurt to save a few bucks by making our own products. The class was that same night. I signed up.|last=Schmidt|first=Jaime|date=2019-12-02|website=@jaimelynschmidt|language=en|access-date=2019-12-18}}</ref>
In 2010 Jaime Schmidt, a new mother and businesswoman from [[Portland, Oregon]] began making personal care products including soaps, shampoos, conditioners, lotions, and deodorant in her kitchen.<ref name="auto">{{cite web|url=https://www.forbes.com/sites/paulearle/2018/05/23/how-to-win-by-breaking-good-the-story-of-schmidts-naturals/|title=How To Win By Breaking GOOD: The Story Of Schmidt's Naturals|last=Earle|first=Paul|website=Forbes}}</ref><ref>{{Cite web|url=https://twitter.com/jaimelynschmidt/status/1201599873549819904|title=And so, my after-work hours were spent reading product development books and trying my hand at the stove making soaps, shampoos, conditioners, lotions, foot creams, tinctures, and deodorant. My tiny kitchen had been transformed into a lab.pic.twitter.com/kNKVFoKTi3|last=Schmidt|first=Jaime|date=2019-12-02|website=@jaimelynschmidt|language=en|access-date=2019-12-18}}</ref><ref name="forbes">{{cite news|url=https://www.forbes.com/sites/eshachhabra/2019/05/30/how-this-oregon-brand-went-from-a-small-business-to-a-global-powerhouse-in-wellness/#5b90858052e7|title=How This Oregon Brand Went From A Small Business To A Global Powerhouse In Wellness|last1=Chhabra|first1=Esha|date=May 30, 2019|agency=[[Forbes]]}}</ref><ref>{{Cite web|url=https://twitter.com/jaimelynschmidt/status/1201599860228730880|title=10 yrs ago, I googled 'classes in Portland.' A class called 'DIY Shampoo’ caught my eye. Making my own shampoo sounded fun, plus my family was on a lean budget & it couldn't hurt to save a few bucks by making our own products. The class was that same night. I signed up.|last=Schmidt|first=Jaime|date=2019-12-02|website=@jaimelynschmidt|language=en|access-date=2019-12-18}}</ref>


Schmidt later sold her homemade products in mason jars at street festivals, farmers’ markets, and co-ops around Portland,<ref name="auto1">Emma Sandler, [https://www.forbes.com/sites/emmasandler/2017/04/24/the-backstory-on-how-schmidts-naturals-made-deodorant-in-a-jar-fashionable/#2033ed3f5885 "How Schmidt's Naturals Made Deodorant In A Jar Fashionable"], ''www.forbes.com'', May 23, 2018.</ref> eventually selling to local boutiques, natural food stores, and a local [[Whole Foods Market|Whole Foods]] market.<ref name=":2">{{Cite news|url=https://www.fastcompany.com/40441637/forget-avocado-toast-millennials-are-flocking-to-natural-deodorant|title=Forget Avocado Toast: Millennials Are Flocking To Natural Deodorant|last=Raphael|first=Rina|date=August 2, 2017|work=Fast Company|access-date=July 27, 2018|publisher=Mansueto Ventures}}</ref> By 2014, at the behest of customers, Schmidt had refined her product line down to 5 deodorant SKUs with scents including Lavender-Sage, Ylang-Ylang and Rose-Vanilla.<ref name="auto" /><ref name=":4">{{cite web|url=http://video.foxnews.com/v/3203029788001/|title=Can a natural deodorant keep you healthy and smelling fresh?|date=14 February 2014|website=Fox News}}</ref><ref name=":2" />
Schmidt sold her products at farmers’ markets and co-ops around Portland, eventually deciding to sell only deodorant.<ref name="auto1">Emma Sandler, [https://www.forbes.com/sites/emmasandler/2017/04/24/the-backstory-on-how-schmidts-naturals-made-deodorant-in-a-jar-fashionable/#2033ed3f5885 "How Schmidt's Naturals Made Deodorant In A Jar Fashionable"], ''www.forbes.com'', May 23, 2018.</ref> Operating as founder and CEO, Schmidt rebranded the product design, established direct to consumer sales via the company website, opened a manufacturing facility, hired employees, and expanded the company across the USA, EU, Australia, and Canada into retailers such as [[Whole Foods Market|Whole Foods]] and Urban Outfitters.<ref>{{Cite web|url=https://www.entrepreneur.com/article/341389|title=How the Founder of Schmidt's Naturals Went From Zero to a Nine-Figure Exit}}</ref><ref>{{cite book |last=Schmidt |first=Jaime |date=2020 |title=Supermaker, Crafting Business on Your Own Terms |url=https://www.amazon.com/gp/product/1452184860 |publisher=Chronicle Books |isbn=1452184860}}</ref><ref name=":2">{{Cite news|url=https://www.fastcompany.com/40441637/forget-avocado-toast-millennials-are-flocking-to-natural-deodorant|title=Forget Avocado Toast: Millennials Are Flocking To Natural Deodorant|last=Raphael|first=Rina|date=August 2, 2017|work=Fast Company|access-date=July 27, 2018|publisher=Mansueto Ventures}}</ref> Jaime was also supported by husband Chris Cantino, who served as the company's marketing executive.<ref>{{Cite web|url=https://digiday.com/retail/founders-unilever-owned-schmidts-naturals-launching-editorial-site-entrepreneurs/|title=The founder of Unilever-owned Schmidt’s Naturals is launching an editorial site for entrepreneurs}}</ref><ref>{{Cite web|url=https://www.beautyindependent.com/schmidts-naturals-founder-jaime-schmidt-cpg-entrepreneur-investor-new-firm-color/|title=Schmidt’s Naturals Creator Jaime Schmidt Pivots From CPG Entrepreneur To Investor With New Firm Color}}</ref><ref>{{Cite web|url=https://www.bizjournals.com/portland/news/2019/06/05/after-selling-to-unilever-founders-of-schmidts.html|title=After selling to Unilever, founder of Schmidt's Naturals launches inclusive investment fund}}</ref> Later, the two founded the investment fund Color and media company Supermaker.<ref>{{Cite web|url=https://www.inc.com/profile/jaime-schmidt|title=Jaime Schmidt - Inc. Female Founders 100}}</ref>{{Cite web|url=https://digiday.com/retail/founders-unilever-owned-schmidts-naturals-launching-editorial-site-entrepreneurs/|title=The founder of Unilever-owned Schmidt’s Naturals is launching an editorial site for entrepreneurs}}</ref> In 2014,<ref name=":9">{{Cite web|url=https://www.digitalcommerce360.com/2018/10/12/the-secret-sauce-to-schmidts-natural-deodorants-success/|title=The secret ingredients to Schmidt’s natural deodorant’s success|last=Oct 12|first=April Berthene {{!}}|last2=2018|date=2018-10-12|website=Digital Commerce 360|language=en-US|access-date=2019-12-18}}</ref> Kevin Schmidt and Michael Cammarata approached Jaime Schmidt with an offer to invest $38,000 in the company, which she accepted.<ref>{{cite book |last=Schmidt |first=Jaime |date=2020 |title=Supermaker, Crafting Business on Your Own Terms |url=https://www.amazon.com/gp/product/1452184860 |publisher=Chronicle Books |isbn=1452184860}}</ref><ref name=":8">{{Cite web|url=https://www.racked.com/2018/1/19/16905724/natural-deodorant-schmidts-native|title=Big Beauty Is Buying Into Natural Deodorants|last=Wischhover|first=Cheryl|date=2018-01-19|website=Racked|language=en|access-date=2019-12-18}}</ref><ref>{{Cite web|url=https://wellinsiders.com/the-business-of-wellness-how-schmidts-changed-the-naturals-game/|title=The Business of Wellness: How Schmidt's Changed the Naturals Game|date=2019-02-18|website=WELL Insiders|language=en-US|access-date=2019-12-18}}</ref><ref name="auto1" />.


In January 2015, the company Schmidt's Deodorant Company, LLC,<ref name=":5">{{Cite web|url=https://sosenterprise.sd.gov/BusinessServices/Business/FilingDetail.aspx?CN=255000018040076011088045200165179112132008083195|title=South Dakota Secretary of State Steve Barnett - Business|website=sosenterprise.sd.gov|access-date=2019-12-18}}</ref> which was later sold to Unilever as Schmidt's Naturals,<ref name=":8" /><ref name=":6">{{Cite web|url=https://www.happi.com/issues/2018-02-01/view_breaking-news/unilever-buys-schmidts-naturals/|title=Unilever Buys Schmidt’s Naturals|website=HAPPI|access-date=2019-12-18}}</ref> was incorporated in South Dakota.<ref name=":5" /> Over the next three years, the new company grew rapidly: moving from Schmidt's manufacturing facility into a 5,000 square-foot facility and then into a larger 14,000-square-foot facility.<ref name=":8" /><ref name="auto1" /> During this time, the company introduced new formulations, and expanded sales into 30,000 retailers and 30 countries.<ref>{{cite web|url=https://www.inc.com/magazine/201906/leigh-buchanan/jaime-schmidt-schmidts-naturals-ju-rhyu-hero-cosmetics-founders-project.html|title=Her Startup Went From Farmers' Markets to Big Acquisition in Just 7 Years. Now She's Helping the Next Generation Succeed}}</ref><ref>{{Cite web|url=https://www.inc.com/magazine/201908/jill-krasny/schmidts-naturals-jaime-schmidt-deodorant-myro-native.html|title= Meet 3 Founders Who Helped Turn Deodorant Into the Hottest Skin Care Product of 2019}}</ref><ref>{{Cite web|url=https://www.entrepreneur.com/article/341389|title=How the Founder of Schmidt's Naturals Went From Zero to a Nine-Figure Exit
In 2014,<ref name=":9">{{Cite web|url=https://www.digitalcommerce360.com/2018/10/12/the-secret-sauce-to-schmidts-natural-deodorants-success/|title=The secret ingredients to Schmidt’s natural deodorant’s success|last=Oct 12|first=April Berthene {{!}}|last2=2018|date=2018-10-12|website=Digital Commerce 360|language=en-US|access-date=2019-12-18}}</ref> investor Michael Cammarata of KM Organics Fund discovered Schmidt's product line through her positive online reviews. After vetting the brand, he approached her with an offer to invest.<ref name=":8">{{Cite web|url=https://www.racked.com/2018/1/19/16905724/natural-deodorant-schmidts-native|title=Big Beauty Is Buying Into Natural Deodorants|last=Wischhover|first=Cheryl|date=2018-01-19|website=Racked|language=en|access-date=2019-12-18}}</ref><ref>{{Cite web|url=https://wellinsiders.com/the-business-of-wellness-how-schmidts-changed-the-naturals-game/|title=The Business of Wellness: How Schmidt's Changed the Naturals Game|date=2019-02-18|website=WELL Insiders|language=en-US|access-date=2019-12-18}}</ref><ref name="auto1" /> With the investment, Cammarata brought capital, staff, and the relationships the brand would need to grow while Schmidt contributed her assets: 5 skus, her last name, and her product knowledge.
}}</ref><ref>{{cite book |last=Schmidt |first=Jaime |date=2020 |title=Supermaker, Crafting Business on Your Own Terms |url=https://www.amazon.com/gp/product/1452184860 |publisher=Chronicle Books |isbn=1452184860}}</ref>


⚫
In 2016, Schmidt's Deodorant Company (SDC) launched an exclusive partnership with Target.com<ref name=":9" /> and the company was named the Manufacturer of the Year in the small company category by the ''Portland Business Journal''.<ref name=":10">[https://www.bizjournals.com/portland/feature/2016-pbj-manufacturer-of-the-year-11-50-employees.html "2016 Manufacturer of the Year Schmidt's Deodorant Company LLC"], ''bizjournals.com'',.</ref> By late 2016, Schmidt's had almost 50 employees and offered 10 stick deodorants and 6 jar formulations.<ref name="auto1" /> As the naturals segment continued to grow, SDC attracted the attention of large retailers, including Costco, Target, Walmart, Kroger, Meijer, and Safeway.<ref>{{Cite web|url=https://www.racked.com/2017/8/22/16178766/natural-beauty-store-bestsellers-follain-credo|title=The Best-Selling Products from the Hottest Natural Beauty Stores|last=Wischhover|first=Cheryl|date=2017-08-22|website=Racked|language=en|access-date=2019-12-18}}</ref>
In January 2015, the company Schmidt's Deodorant Company, LLC,<ref name=":5">{{Cite web|url=https://sosenterprise.sd.gov/BusinessServices/Business/FilingDetail.aspx?CN=255000018040076011088045200165179112132008083195|title=South Dakota Secretary of State Steve Barnett - Business|website=sosenterprise.sd.gov|access-date=2019-12-18}}</ref> which was later sold to Unilever as Schmidt's Naturals,<ref name=":8" /><ref name=":6">{{Cite web|url=https://www.happi.com/issues/2018-02-01/view_breaking-news/unilever-buys-schmidts-naturals/|title=Unilever Buys Schmidt’s Naturals|website=HAPPI|access-date=2019-12-18}}</ref> was incorporated in South Dakota<ref name=":5" /> with Cammarata as a co-founder and CEO<ref name=":6" /><ref name=":9" /><ref name=":7">{{Cite web|url=https://www.fastcompany.com/40519483/this-natural-toothpaste-comes-in-charcoal-and-coconut-flavors-can-it-take-on-colgate|title=This Natural Toothpaste Comes In Charcoal And Coconut Flavors. Can It Take On Colgate?|last=Raphael|first=Rina|date=2018-01-22|website=Fast Company|language=en-US|access-date=2019-12-18}}</ref> and Schmidt transitioning to co-founder and Chief Product Officer.<ref name=":7" /><ref>{{Cite web|url=https://schmidts.com/the-natural/schmidts-named-pnw-entrepreneur-of-the-year-2017|title=Schmidt's Named PNW Entrepreneur of the Year 2017 {{!}} The Natural Mag|website=schmidts.com|language=en|access-date=2019-12-18}}</ref><ref>{{Cite web|url=https://www.bizjournals.com/portland/feature/40-under-40/2017/forty-under-40-2017-jaime-schmidt-schmidts.html|title=Forty Under 40 2017: Jaime Schmidt, Schmidt's Naturals|last=|first=|date=Jun 23, 2017|website=Bizjournals.com|url-status=live|archive-url=|archive-date=|access-date=2019-12-17}}</ref> Over the next nine months, the new company grew rapidly: moving from Schmidt's home kitchen with 4 employees into a 5,000 square-foot facility and then into a larger 14,000-square-foot facility.<ref name=":8" /><ref name="auto1" /> During this period, the duo rebranded the look and feel of their product, introducing new packaging, formulations, and application methods. They also partnered with a facility that was capable of producing the deodorant in traditional a powder-based stick form to appeal to a broader range of customers.<ref name=":9" /><ref name=":8" /> By late 2015 after months of research and development, Cammarata invested additional capital into the company to increase its production capacity and online marketing, refreshing its website and direct to consumer brand.<ref name=":9" />

⚫
In 2016, Schmidt's Deodorant Company (SDC) launched an exclusive partnership with Target.com<ref name=":9" /> and the company was named the Manufacturer of the Year in the small company category by the ''Portland Business Journal''.<ref name=":10">[https://www.bizjournals.com/portland/feature/2016-pbj-manufacturer-of-the-year-11-50-employees.html "2016 Manufacturer of the Year Schmidt's Deodorant Company LLC"], ''bizjournals.com'',.</ref> By late 2016, Schmidt's had almost 50 employees and offered 10 stick deodorants and 6 jar formulations all made from plant-based powders that absorb wetness without the use of chemicals.<ref name="auto1" /> As the naturals segment continued to grow, SDC attracted the attention of large retailers, including Kroger.<ref>{{Cite web|url=https://www.racked.com/2017/8/22/16178766/natural-beauty-store-bestsellers-follain-credo|title=The Best-Selling Products from the Hottest Natural Beauty Stores|last=Wischhover|first=Cheryl|date=2017-08-22|website=Racked|language=en|access-date=2019-12-18}}</ref>


== Unilever Acquisition ==
== Unilever Acquisition ==
In June 2017, SDC was named Portland Entrepreneur of the Year by EY (formerly [[Ernst & Young]]).<ref>{{Cite web|url=https://www.bizjournals.com/portland/news/2017/06/12/2portland-companies-named-entrepreneurs-of-the.html|website=www.bizjournals.com|access-date=2020-02-01}}</ref> In September, they introduced a line of plant and mineral-based soap in six scents and rebranded as Schmidt's Naturals.<ref name=":1">{{Cite news|url=https://www.drugstorenews.com/beauty/schmidts-naturals-moves-beyond-deodorant-latest-launch/|title=Schmidt’s Naturals moves beyond deodorant with latest launch|last=Salazar|first=David|date=September 27, 2017|work=Drug Store News|access-date=July 27, 2018|publisher=EnsembleIQ}}</ref><ref name="auto" /><ref name="auto1" /> By late 2017, the company had scaled to 120 employees with a 30,000 square-foot facility in Portland, Oregon and sales center in Florida.<ref name=":2" /> In December 2017, after months of negotiation by Cammarata, [[Unilever]], a global consumer products company with over 400 brands, acquired Schmidt’s Naturals for an undisclosed sum.<ref>{{Cite web|url=https://www.marketwatch.com/story/americans-are-so-obsessed-with-how-they-smell-that-unilever-just-bought-this-hipster-deodorant-brand-2017-12-14|title=Americans are so obsessed with how they smell that Unilever just bought this hipster deodorant brand|last=Ang|first=Katerina|website=MarketWatch|language=en-US|access-date=2020-02-01}}</ref><ref>https://www.unilever.com/Images/ir-q4-2017-full-announcement_tcm244-515314_en.pdf</ref> After the acquisition, Cammarata continued on as CEO of Schmidt’s <ref>{{Cite web|url=https://www.digitalcommerce360.com/2018/10/12/the-secret-sauce-to-schmidts-natural-deodorants-success/|title=The secret ingredients to Schmidt’s natural deodorant’s success|last=Oct 12|first=April Berthene {{!}}|last2=2018|date=2018-10-12|website=Digital Commerce 360|language=en-US|access-date=2020-02-01}}</ref> through July 2019 and Jaime Schmidt continued on as spokesperson and brand ambassador.<ref>{{Cite web|url=https://www.beautyindependent.com/unilever-schmidts/|title=Unilever Steps Into The Growing Natural Deodorant Segment With Purchase Of Schmidt’s Naturals|date=2017-12-15|website=Beauty Independent|language=en-US|access-date=2019-12-18}}</ref><ref name=":3">{{Cite news|url=https://www.bizjournals.com/portland/news/2018/03/08/behind-the-schmidts-unilever-deal-that-takes-a.html|title=Behind the Schmidt's-Unilever deal that takes a Portland hygiene products company global|last=Giegerich|first=Andy|date=March 8, 2018|work=Portland Business Journal|access-date=July 27, 2018|publisher=American City Business Journals}}</ref><ref>[https://www.fastcompany.com/40519483/this-natural-toothpaste-comes-in-charcoal-and-coconut-flavors-can-it-take-on-colgate "This Natural Toothpaste Comes In Charcoal And Coconut Flavors. Can It Take On Colgate?"], ''www.fastcompany.com'', January 22, 2018.</ref><ref>[https://www.esmmagazine.com/unilever-acquire-schmidts-naturals/53418 "Unilever To Acquire Schmidt's Naturals Personal Care Company"], ''www.esmmagazine.com'', December 15, 2017.</ref><ref>[https://www.unilever.com/news/Press-releases/2017/unilever-to-acquire-schmidts-naturals.html "Unilever to acquire Schmidt’s Naturals"], ''www.unilever.com'', December 14, 2017.</ref>  
In June 2017, Schmidt and Cammarata were named Pacific NW Entrepreneurs of the Year by EY (formerly [[Ernst & Young]]).<ref>{{Cite web|url=https://www.bizjournals.com/portland/news/2017/06/12/2portland-companies-named-entrepreneurs-of-the.html|title=2 Portland companies named entrepreneurs of the year|website=www.bizjournals.com|access-date=2020-02-01}}</ref> In September, they introduced a line of plant and mineral-based soaps, rebranding the company as Schmidt's Naturals (formerly Schmidt's Deodorant); in November, they released toothpastes.<ref name=":1">{{Cite news|url=https://www.drugstorenews.com/beauty/schmidts-naturals-moves-beyond-deodorant-latest-launch/|title=Schmidt’s Naturals moves beyond deodorant with latest launch|last=Salazar|first=David|date=September 27, 2017|work=Drug Store News|access-date=July 27, 2018|publisher=EnsembleIQ}}</ref><ref name="auto" /><ref name="auto1" /> By late 2017, the company had scaled to 120 employees with a 30,000 square-foot facility in Portland, Oregon and customer support center in Florida.<ref name=":2" /> In December 2017, after months of negotiation by Schmidt and Cammarata, [[Unilever]], a global consumer products company with over 400 brands, acquired Schmidt’s Naturals for an undisclosed sum.<ref>{{Cite web|url=https://www.forbes.com/sites/pauleannareid/2020/02/13/how-the-founder-of-schmidts-naturals-is-doing-her-part-to-close-the-venture-capital-gender-gap/#3e8d791914d1|title=How The Founder Of Schmidt’s Naturals Is Doing Her Part To Close The Venture Capital Gender Gap}}</ref><ref>{{Cite web|url=https://www.entrepreneur.com/article/341389|title=How The Founder Of Schmidt’s Naturals Is Doing Her Part To Close The Venture Capital Gender Gap}}</ref><ref>{{Cite web|url=https://www.marketwatch.com/story/americans-are-so-obsessed-with-how-they-smell-that-unilever-just-bought-this-hipster-deodorant-brand-2017-12-14|title=Americans are so obsessed with how they smell that Unilever just bought this hipster deodorant brand|last=Ang|first=Katerina|website=MarketWatch|language=en-US|access-date=2020-02-01}}</ref><ref>https://www.unilever.com/Images/ir-q4-2017-full-announcement_tcm244-515314_en.pdf</ref> After the acquisition, Cammarata became CEO of Schmidt’s<ref>{{Cite web|url=https://www.digitalcommerce360.com/2018/10/12/the-secret-sauce-to-schmidts-natural-deodorants-success/|title=The secret ingredients to Schmidt’s natural deodorant’s success|last=Oct 12|first=April Berthene {{!}}|last2=2018|date=2018-10-12|website=Digital Commerce 360|language=en-US|access-date=2020-02-01}}</ref> through July 2019 and Jaime Schmidt continued on as founder and spokesperson in support of the company's global launches and further brand development.<ref>{{Cite web|url=https://www.beautyindependent.com/unilever-schmidts/|title=Unilever Steps Into The Growing Natural Deodorant Segment With Purchase Of Schmidt’s Naturals|date=2017-12-15|website=Beauty Independent|language=en-US|access-date=2019-12-18}}</ref><ref name=":3">{{Cite news|url=https://www.bizjournals.com/portland/news/2018/03/08/behind-the-schmidts-unilever-deal-that-takes-a.html|title=Behind the Schmidt's-Unilever deal that takes a Portland hygiene products company global|last=Giegerich|first=Andy|date=March 8, 2018|work=Portland Business Journal|access-date=July 27, 2018|publisher=American City Business Journals}}</ref><ref>[https://www.fastcompany.com/40519483/this-natural-toothpaste-comes-in-charcoal-and-coconut-flavors-can-it-take-on-colgate "This Natural Toothpaste Comes In Charcoal And Coconut Flavors. Can It Take On Colgate?"], ''www.fastcompany.com'', January 22, 2018.</ref><ref>[https://www.esmmagazine.com/unilever-acquire-schmidts-naturals/53418 "Unilever To Acquire Schmidt's Naturals Personal Care Company"], ''www.esmmagazine.com'', December 15, 2017.</ref><ref>[https://www.unilever.com/news/Press-releases/2017/unilever-to-acquire-schmidts-naturals.html "Unilever to acquire Schmidt’s Naturals"], ''www.unilever.com'', December 14, 2017.</ref>  


Following the Unilever acquisition, under Cammarata’s helm, the company broadened its product line with the introduction of soap, mouthwash, and charcoal-containing toothpaste. <ref name=":8" /> Between January and August of 2018 Schmidt’s Naturals grew by 300% in sales through their new retail presence in [[Costco]], [[Walmart]], [[Urban Outfitters]], [[Anthropologie]], and other retail locations in more than 30 countries.<ref>{{Cite web|url=https://www.glossy.co/new-face-of-beauty/8-months-in-indie-brand-schmidts-naturals-is-adjusting-to-life-at-unilever|title=8 months in, indie brand Schmidt’s Naturals is adjusting to life at Unilever|date=2018-08-30|website=Glossy|language=en|access-date=2020-02-01}}</ref>
Following the Unilever acquisition, the company broadened its product line with the introduction of body wash, mouthwash, and home care products.<ref name=":8" /> Between January and August of 2018 Schmidt’s Naturals grew by 300% in sales.<ref>{{Cite web|url=https://www.glossy.co/new-face-of-beauty/8-months-in-indie-brand-schmidts-naturals-is-adjusting-to-life-at-unilever|title=8 months in, indie brand Schmidt’s Naturals is adjusting to life at Unilever|date=2018-08-30|website=Glossy|language=en|access-date=2020-02-01}}</ref>


In August of 2018, Cammarata partnered with personal friend [[Jane Goodall]] to develop a special edition deodorant scent, “Lily of the Valley” with 5% of the proceeds going to the [[Jane Goodall Institute]].<ref>{{Cite web|url=https://news.janegoodall.org/2018/08/28/schmidts-naturals-partners-jgi-using-one-janes-fave-scents/|title=Schmidt's Naturals Partners with JGI Using One of Jane's Favorite Scents|date=2018-08-28|website=Jane Goodall's Good for All News|language=en-US|access-date=2020-02-01}}</ref> In May 2019, Schmidt’s announced a collaboration with pop star [[Justin Bieber]] to create a new deodorant called “Here + Now,” which was designed for sensitive skin.<ref>{{Cite web|url=https://wwd.com/fashion-news/fashion-scoops/justin-bieber-deodorant-collaboration-schmidts-naturals-1203136206/|title=Justin Bieber Is Making Deodorant|last=Ilchi|first=Layla|last2=Ilchi|first2=Layla|date=2019-05-21|website=WWD|language=en|access-date=2020-02-01}}</ref> The company also started using an AI platform, Alexander, to handle its customer services and to collect data.<ref>{{Cite web|url=https://digiday.com/social/unilever-owned-schmidts-naturals-using-ai-handle-customer-service/|title=Unilever-owned Schmidt's Naturals is using AI to handle customer service|date=2019-05-23|website=Digiday|language=en-US|access-date=2020-02-01}}</ref> In July 2019, Schmidt’s began selling deodorant products with [[Hemp oil|hemp seed oil]], including Schmidt's Hemp Rose + Black Pepper and Schmidt's Hemp Sage + Vetiver.<ref>{{Cite web|url=https://www.marketwatch.com/story/unilevers-schmidts-naturals-to-launch-hemp-oil-deodorants-in-september-2019-04-09|title=Unilever’s Schmidt’s Naturals to launch hemp-oil deodorants in September|last=Linnane|first=Ciara|website=MarketWatch|language=en-US|access-date=2020-02-01}}</ref> In July 2019, Unilever executive Ryu Yokoi transitioned to CEO of the company.<ref>{{Cite web|url=https://adage.com/article/cmo-strategy/new-top-marketer-reebok-and-unlikely-retail-collab-marketers-brief/2182781|title=A new top marketer at Reebok and an unlikely retail collab: Marketer’s Brief|date=2019-07-10|website=adage.com|language=en|access-date=2020-02-06}}</ref>
In August of 2018, Schmidt's Naturals partnered with [[Jane Goodall]] to develop the special edition deodorant scent “Lily of the Valley” with 5% of the proceeds going to the [[Jane Goodall Institute]].<ref>{{Cite web|url=https://news.janegoodall.org/2018/08/28/schmidts-naturals-partners-jgi-using-one-janes-fave-scents/|title=Schmidt's Naturals Partners with JGI Using One of Jane's Favorite Scents|date=2018-08-28|website=Jane Goodall's Good for All News|language=en-US|access-date=2020-02-01}}</ref> In May 2019, Schmidt’s announced a collaboration with pop star [[Justin Bieber]] to create a new deodorant called “Here + Now,” which was designed for sensitive skin.<ref>{{Cite web|url=https://wwd.com/fashion-news/fashion-scoops/justin-bieber-deodorant-collaboration-schmidts-naturals-1203136206/|title=Justin Bieber Is Making Deodorant|last=Ilchi|first=Layla|last2=Ilchi|first2=Layla|date=2019-05-21|website=WWD|language=en|access-date=2020-02-01}}</ref> The company also started using an AI platform, Alexander, to handle its customer services and to collect data.<ref>{{Cite web|url=https://digiday.com/social/unilever-owned-schmidts-naturals-using-ai-handle-customer-service/|title=Unilever-owned Schmidt's Naturals is using AI to handle customer service|date=2019-05-23|website=Digiday|language=en-US|access-date=2020-02-01}}</ref> In July 2019, Schmidt’s began selling deodorant products with [[Hemp oil|hemp seed oil]], including Rose + Black Pepper and Sage + Vetiver.<ref>{{Cite web|url=https://www.marketwatch.com/story/unilevers-schmidts-naturals-to-launch-hemp-oil-deodorants-in-september-2019-04-09|title=Unilever’s Schmidt’s Naturals to launch hemp-oil deodorants in September|last=Linnane|first=Ciara|website=MarketWatch|language=en-US|access-date=2020-02-01}}</ref> In July 2019, Unilever executive Ryu Yokoi transitioned to CEO of the company.<ref>{{Cite web|url=https://adage.com/article/cmo-strategy/new-top-marketer-reebok-and-unlikely-retail-collab-marketers-brief/2182781|title=A new top marketer at Reebok and an unlikely retail collab: Marketer’s Brief|date=2019-07-10|website=adage.com|language=en|access-date=2020-02-06}}</ref>


== Products==
== Products==

Revision as of 17:45, 13 February 2020

Schmidt's Naturals
FormerlySchmidt's Deodorant Company
IndustryPersonal Care
Founded2010 (2010) (Schmidt's Deodorant Company, LLC)
FounderJaime Schmidt
FateAcquired by Unilever (2017)
Headquarters
Portland, Oregon
,
United States
Key people
  • Jaime Schmidt (Founder & CEO, 2010-2017;"How the Founder of Schmidt's Naturals Went From Zero to a Nine-Figure Exit".</ref>[1][2] Chief Product Officer, 2017)
  • Michael Cammarata (Partner, 2015-2017; Chief Global Strategy Officer, 2017[3]; CEO, December 2017-2019)
  • Ryu Yokoi (CEO, 2019-present)
ProductsPersonal Care & Home Products
Number of employees
120 (2017)
Websiteschmidts.com

Schmidt's Deodorant Company, LLC (dba Schmidt's Naturals)[4] is an American personal care company based in Portland, Oregon. A subsidiary of Unilever,[5] Schmidt's Naturals manufactures and sells plant and mineral-based personal care products including natural deodorant, soap, and toothpaste.[6][7][8]

History

In 2010 Jaime Schmidt, a new mother and businesswoman from Portland, Oregon began making personal care products including soaps, shampoos, conditioners, lotions, and deodorant in her kitchen.[9][10][11][12]

Schmidt sold her products at farmers’ markets and co-ops around Portland, eventually deciding to sell only deodorant.[13] Operating as founder and CEO, Schmidt rebranded the product design, established direct to consumer sales via the company website, opened a manufacturing facility, hired employees, and expanded the company across the USA, EU, Australia, and Canada into retailers such as Whole Foods and Urban Outfitters.[14][15][16] Jaime was also supported by husband Chris Cantino, who served as the company's marketing executive.[17][18][19] Later, the two founded the investment fund Color and media company Supermaker.[20]"The founder of Unilever-owned Schmidt's Naturals is launching an editorial site for entrepreneurs".</ref> In 2014,[21] Kevin Schmidt and Michael Cammarata approached Jaime Schmidt with an offer to invest $38,000 in the company, which she accepted.[22][23][24][13].

In January 2015, the company Schmidt's Deodorant Company, LLC,[25] which was later sold to Unilever as Schmidt's Naturals,[23][26] was incorporated in South Dakota.[25] Over the next three years, the new company grew rapidly: moving from Schmidt's manufacturing facility into a 5,000 square-foot facility and then into a larger 14,000-square-foot facility.[23][13] During this time, the company introduced new formulations, and expanded sales into 30,000 retailers and 30 countries.[27][28][29][30]

In 2016, Schmidt's Deodorant Company (SDC) launched an exclusive partnership with Target.com[21] and the company was named the Manufacturer of the Year in the small company category by the Portland Business Journal.[31] By late 2016, Schmidt's had almost 50 employees and offered 10 stick deodorants and 6 jar formulations.[13] As the naturals segment continued to grow, SDC attracted the attention of large retailers, including Costco, Target, Walmart, Kroger, Meijer, and Safeway.[32]

Unilever Acquisition

In June 2017, Schmidt and Cammarata were named Pacific NW Entrepreneurs of the Year by EY (formerly Ernst & Young).[33] In September, they introduced a line of plant and mineral-based soaps, rebranding the company as Schmidt's Naturals (formerly Schmidt's Deodorant); in November, they released toothpastes.[34][9][13] By late 2017, the company had scaled to 120 employees with a 30,000 square-foot facility in Portland, Oregon and customer support center in Florida.[16] In December 2017, after months of negotiation by Schmidt and Cammarata, Unilever, a global consumer products company with over 400 brands, acquired Schmidt’s Naturals for an undisclosed sum.[35][36][37][38] After the acquisition, Cammarata became CEO of Schmidt’s[39] through July 2019 and Jaime Schmidt continued on as founder and spokesperson in support of the company's global launches and further brand development.[40][41][42][43][44]  

Following the Unilever acquisition, the company broadened its product line with the introduction of body wash, mouthwash, and home care products.[23] Between January and August of 2018 Schmidt’s Naturals grew by 300% in sales.[45]

In August of 2018, Schmidt's Naturals partnered with Jane Goodall to develop the special edition deodorant scent “Lily of the Valley” with 5% of the proceeds going to the Jane Goodall Institute.[46] In May 2019, Schmidt’s announced a collaboration with pop star Justin Bieber to create a new deodorant called “Here + Now,” which was designed for sensitive skin.[47] The company also started using an AI platform, Alexander, to handle its customer services and to collect data.[48] In July 2019, Schmidt’s began selling deodorant products with hemp seed oil, including Rose + Black Pepper and Sage + Vetiver.[49] In July 2019, Unilever executive Ryu Yokoi transitioned to CEO of the company.[50]

Products

Schmidt's produces at least three deodorant formulas, one whose active ingredient is sodium bicarbonate, a sensitive skin formula containing magnesium hydroxide, and a third containing a combination of sodium bicarbonate, magnesium hydroxide, and activated charcoal.[51] Other notable ingredients include essential oils, coconut oil, hemp seed oil, and candelilla wax.[16]

References

  1. ^ Schmidt, Jaime (2020). Supermaker, Crafting Business on Your Own Terms. Chronicle Books. ISBN 1452184860.
  2. ^ "How The Founder Of Schmidt's Naturals Is Doing Her Part To Close The Venture Capital Gender Gap".
  3. ^ "Meet 3 Founders Who Helped Turn Deodorant Into the Hottest Skin Care Product of 2019".
  4. ^ "sunbiz.org - Florida Department of State". dos.sunbiz.org. Retrieved 2019-12-18.
  5. ^ George-Cosh, David (2019-04-09). "Unilever subsidiary Schmidt's Natural to launch hemp, CBD deodorant products - BNN Bloomberg". BNN. Retrieved 2019-11-19.
  6. ^ "Unilever buys Portland personal care company Schmidt's". ROI-NJ. 2017-12-15. Retrieved 2019-11-19.
  7. ^ "Schmidt's Naturals Launches A Fall-Inspired Deodorant", www.beautypackaging.com,.
  8. ^ Lauren Yoshiko, "Schmidt’s Naturals Bar Soap Are Gems in the Bathroom", www.wweek.com, November 28, 2017.
  9. ^ a b Earle, Paul. "How To Win By Breaking GOOD: The Story Of Schmidt's Naturals". Forbes.
  10. ^ Schmidt, Jaime (2019-12-02). "And so, my after-work hours were spent reading product development books and trying my hand at the stove making soaps, shampoos, conditioners, lotions, foot creams, tinctures, and deodorant. My tiny kitchen had been transformed into a lab.pic.twitter.com/kNKVFoKTi3". @jaimelynschmidt. Retrieved 2019-12-18.
  11. ^ Chhabra, Esha (May 30, 2019). "How This Oregon Brand Went From A Small Business To A Global Powerhouse In Wellness". Forbes.
  12. ^ Schmidt, Jaime (2019-12-02). "10 yrs ago, I googled 'classes in Portland.' A class called 'DIY Shampoo' caught my eye. Making my own shampoo sounded fun, plus my family was on a lean budget & it couldn't hurt to save a few bucks by making our own products. The class was that same night. I signed up". @jaimelynschmidt. Retrieved 2019-12-18.
  13. ^ a b c d e Emma Sandler, "How Schmidt's Naturals Made Deodorant In A Jar Fashionable", www.forbes.com, May 23, 2018.
  14. ^ "How the Founder of Schmidt's Naturals Went From Zero to a Nine-Figure Exit".
  15. ^ Schmidt, Jaime (2020). Supermaker, Crafting Business on Your Own Terms. Chronicle Books. ISBN 1452184860.
  16. ^ a b c Raphael, Rina (August 2, 2017). "Forget Avocado Toast: Millennials Are Flocking To Natural Deodorant". Fast Company. Mansueto Ventures. Retrieved July 27, 2018.
  17. ^ "The founder of Unilever-owned Schmidt's Naturals is launching an editorial site for entrepreneurs".
  18. ^ "Schmidt's Naturals Creator Jaime Schmidt Pivots From CPG Entrepreneur To Investor With New Firm Color".
  19. ^ "After selling to Unilever, founder of Schmidt's Naturals launches inclusive investment fund".
  20. ^ "Jaime Schmidt - Inc. Female Founders 100".
  21. ^ a b Oct 12, April Berthene |; 2018 (2018-10-12). "The secret ingredients to Schmidt's natural deodorant's success". Digital Commerce 360. Retrieved 2019-12-18. {{cite web}}: |last2= has numeric name (help)CS1 maint: numeric names: authors list (link)
  22. ^ Schmidt, Jaime (2020). Supermaker, Crafting Business on Your Own Terms. Chronicle Books. ISBN 1452184860.
  23. ^ a b c d Wischhover, Cheryl (2018-01-19). "Big Beauty Is Buying Into Natural Deodorants". Racked. Retrieved 2019-12-18.
  24. ^ "The Business of Wellness: How Schmidt's Changed the Naturals Game". WELL Insiders. 2019-02-18. Retrieved 2019-12-18.
  25. ^ a b "South Dakota Secretary of State Steve Barnett - Business". sosenterprise.sd.gov. Retrieved 2019-12-18.
  26. ^ "Unilever Buys Schmidt's Naturals". HAPPI. Retrieved 2019-12-18.
  27. ^ "Her Startup Went From Farmers' Markets to Big Acquisition in Just 7 Years. Now She's Helping the Next Generation Succeed".
  28. ^ "Meet 3 Founders Who Helped Turn Deodorant Into the Hottest Skin Care Product of 2019".
  29. ^ "How the Founder of Schmidt's Naturals Went From Zero to a Nine-Figure Exit".
  30. ^ Schmidt, Jaime (2020). Supermaker, Crafting Business on Your Own Terms. Chronicle Books. ISBN 1452184860.
  31. ^ "2016 Manufacturer of the Year Schmidt's Deodorant Company LLC", bizjournals.com,.
  32. ^ Wischhover, Cheryl (2017-08-22). "The Best-Selling Products from the Hottest Natural Beauty Stores". Racked. Retrieved 2019-12-18.
  33. ^ "2 Portland companies named entrepreneurs of the year". www.bizjournals.com. Retrieved 2020-02-01.
  34. ^ Salazar, David (September 27, 2017). "Schmidt's Naturals moves beyond deodorant with latest launch". Drug Store News. EnsembleIQ. Retrieved July 27, 2018.
  35. ^ "How The Founder Of Schmidt's Naturals Is Doing Her Part To Close The Venture Capital Gender Gap".
  36. ^ "How The Founder Of Schmidt's Naturals Is Doing Her Part To Close The Venture Capital Gender Gap".
  37. ^ Ang, Katerina. "Americans are so obsessed with how they smell that Unilever just bought this hipster deodorant brand". MarketWatch. Retrieved 2020-02-01.
  38. ^ https://www.unilever.com/Images/ir-q4-2017-full-announcement_tcm244-515314_en.pdf
  39. ^ Oct 12, April Berthene |; 2018 (2018-10-12). "The secret ingredients to Schmidt's natural deodorant's success". Digital Commerce 360. Retrieved 2020-02-01. {{cite web}}: |last2= has numeric name (help)CS1 maint: numeric names: authors list (link)
  40. ^ "Unilever Steps Into The Growing Natural Deodorant Segment With Purchase Of Schmidt's Naturals". Beauty Independent. 2017-12-15. Retrieved 2019-12-18.
  41. ^ Giegerich, Andy (March 8, 2018). "Behind the Schmidt's-Unilever deal that takes a Portland hygiene products company global". Portland Business Journal. American City Business Journals. Retrieved July 27, 2018.
  42. ^ "This Natural Toothpaste Comes In Charcoal And Coconut Flavors. Can It Take On Colgate?", www.fastcompany.com, January 22, 2018.
  43. ^ "Unilever To Acquire Schmidt's Naturals Personal Care Company", www.esmmagazine.com, December 15, 2017.
  44. ^ "Unilever to acquire Schmidt’s Naturals", www.unilever.com, December 14, 2017.
  45. ^ "8 months in, indie brand Schmidt's Naturals is adjusting to life at Unilever". Glossy. 2018-08-30. Retrieved 2020-02-01.
  46. ^ "Schmidt's Naturals Partners with JGI Using One of Jane's Favorite Scents". Jane Goodall's Good for All News. 2018-08-28. Retrieved 2020-02-01.
  47. ^ Ilchi, Layla; Ilchi, Layla (2019-05-21). "Justin Bieber Is Making Deodorant". WWD. Retrieved 2020-02-01.
  48. ^ "Unilever-owned Schmidt's Naturals is using AI to handle customer service". Digiday. 2019-05-23. Retrieved 2020-02-01.
  49. ^ Linnane, Ciara. "Unilever's Schmidt's Naturals to launch hemp-oil deodorants in September". MarketWatch. Retrieved 2020-02-01.
  50. ^ "A new top marketer at Reebok and an unlikely retail collab: Marketer's Brief". adage.com. 2019-07-10. Retrieved 2020-02-06.
  51. ^ Munce, Garrett; McCammon, Rose; Hine, Samuel (June 5, 2018). ""You Smell Like a Hippie" Is a Compliment Now". Grooming. GQ. Condé Nast. Retrieved July 27, 2018.
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