Unilever is buying Schmidt’s Naturals — a Portland, Ore.-based business known for its line of natural deodorants.
The brand was started in 2010 by Jaime Schmidt, and also sells bar soaps and toothpaste. Schmidt’s most popular deodorant variants are Charcoal + Magnesium, Rose + Vanilla and Lavender + Sage. The company’s products are sold direct-to-consumer online, as well as through Target and Kroger.
WWD reported Schmidt’s had hired Goldman Sachs to weigh a sale in November. The business is said to have about $45 million in sales and be on track to double this year.
“Schmidt’s Naturals is a strong, innovative brand in the fast-growing natural category, and nicely complements our existing portfolio of U.S. deodorants, which includes leading brands Degree, Axe and Dove,” said Kees Kruythoff, president, Unilever North America. “The brand’s focus on transparency and mission to make natural products accessible to everyone aligns closely with Unilever values and represents an exciting category expansion for our family of brands.”
“Schmidt’s Naturals is a great strategic fit for our personal-care business, allowing us to reach new consumers who prefer natural options,” said Alan Jope, president of Unilever Personal Care. We look forward to utilizing our personal-care leadership to extend Schmidt’s Naturals into new sales channels and geographies.”
The plan is for Schmidt and cofounder Michael Cammarata to remain involved with the brand.
“We are better positioned than ever in our mission to make natural products accessible to all,” Schmidt said. “Moreover, Unilever’s substantive actions toward creating a more sustainable and equitable future for diverse people across the planet further fuels the enthusiasm behind our alliance.”
“Through our partnership, we look forward to Unilever taking Schmidt’s Naturals to new heights and cementing the brand’s mission,” Cammarata said.