Schmidts Naturals

Name

Schmidts Naturals

Legal name

Schmidt's Naturals

Website

https://schmidts.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Natural Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Deodorants & Antiperspirants (CRADANAA)

akta.pro secondary industries

Natural & Clean Fragrance (CRABADAG), Intimate & Personal Hygiene Washes (CRABAEAF)

Keywords

• Natural deodorants
• Personal care products
• Vegan cosmetics
• Aluminum-free deodorant
• Plant-based skincare

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Retail Product Sales: Schmidt's generates revenue through the sale of natural deodorant products (sticks, sprays/aerosols), bar soaps, and tooth/mouth paste through retail distribution channels including mass market retailers, natural/health stores, and pharmacies. As of March 2024, the company shifted from direct-to-consumer e-commerce to retail-first distribution model.
2. E-commerce Marketplace: Products are available for purchase on Amazon and other online marketplaces, representing a significant e-commerce revenue channel following the discontinuation of direct website sales.
3. Wholesale Distribution: Wholesale accounts (US only) can purchase Schmidt's products for resale. The company has a wholesale application process and works with distributors like FoodService Direct for wholesale inquiries.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Schmidts Naturals manufactures and sells plant and mineral-based personal care products, with its core offering being natural deodorants in stick, spray, and aerosol formats. The company also produces bar soaps and toothpastes, all formulated without aluminum salts, artificial fragrance, parabens, or phthalates, and certified natural by Ecocert, vegan by Vegan Action, and cruelty-free by Leaping Bunny.

Product overview

Schmidts Naturals is a natural personal care company offering plant and mineral-based deodorants without aluminum salts, artificial fragrance, parabens, or phthalates. The core product portfolio consists of two main formats: Deodorant Sticks (11+ variants in 2.65oz and 3.25oz sizes) and Deodorant Sprays/Aerosols (3 variants in 3.2oz). Deodorant Sticks include scent varieties such as Charcoal & Magnesium, Bergamot & Lime, Rose & Vanilla, Lavender & Sage, Fresh Cucumber, Clean Coconut, Fresh Fir & Spice, Sandalwood & Citrus, Cedarwood & Juniper, and Sensitive Skin formulations (Vanilla & Oat Milk, Jasmine Tea, Coconut Pineapple, Hemp Seed Oil & Rose). Deodorant Sprays include Rose & Vanilla, Lavender & Sage, and Clean Powder. Australia market offers Aerosol format as the first Ecocert certified natural aerosol in ANZ. The company has also expanded into oral care with Activated Charcoal + Wondermint and Coconut + Lime Toothpastes, and body care with Bar Soaps (Cedarwood & Juniper, Bergamot & Lime, Rose & Vanilla). A notable collaboration is the Here + Now sensitive skin line developed with Justin Bieber. All products are certified natural by Ecocert, certified vegan by Vegan Action, and certified cruelty-free by Leaping Bunny.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Deodorant Sticks Plant and mineral-based natural deodorant sticks in 2.65oz and 3.25oz formats providing all-day odor protection without aluminum salts, artificial fragrance, parabens, or phthalates. Formulated with shea butter, coconut oil, and essential oils. Available in multiple scent variants including sensitive skin (baking soda-free) options.
• Natural Deodorant Sprays Award-winning natural deodorant sprays (3.2oz) with 48-hour odor protection, no aluminum salts, no visible residue, and no white marks. 99% natural origin ingredients. Available in Rose & Vanilla, Lavender & Sage, and Clean Powder scents.
• Certified Natural Aerosol Deodorants (Australia/New Zealand) First Ecocert certified natural aerosol deodorant range in Australia/New Zealand. Uses ozone-friendly nitrogen propellant, delivers 48-hour odor protection with no artificial fragrances, no aluminum salts, and no visible residue or white marks.
• Natural Bar Soaps Natural bar soaps in Cedarwood & Juniper (with charcoal and volcanic sand), Bergamot & Lime (with orange peel), and Rose & Vanilla (with vanilla bean) variants. Aromatic, sudsy formulas free of SLS and artificial fragrance.
• Natural Toothpastes Natural toothpastes with 100% natural origin ingredients. Available in Activated Charcoal + Wondermint (with added vitamins, organic aloe leaf, goji, and pomegranate extracts to help whiten teeth and freshen breath) and Coconut + Lime flavors.
• Here + Now Sensitive Skin Deodorant (Justin Bieber Collaboration) Sensitive skin deodorant stick developed in collaboration with Justin Bieber. Gentle formula featuring a mellow woods scent and designed for sensitive skin consumers.

Quantifiable outcome

• Over 20,000 5-star reviews on Schmidts.com
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• UnilevercoreStrategic or Co-development PartnerUnilever acquired Schmidt's Naturals as part of their clean beauty brand portfolio expansion. Unilever has supported the Personal Care Products Safety Act and acquired multiple clean beauty brands including Tatcha, REN, and Schmidt's Naturals. Schmidt's operates under Unilever's corporate umbrella while maintaining brand identity.
• Justin BieberflagshipStrategic or Co-development PartnerJustin Bieber collaboration on the Here + Now sensitive skin deodorant line. The partnership represents a celebrity-endorsed sub-brand targeting younger, trend-conscious consumers. Products feature Justin Bieber branding and are positioned as a limited-edition collaboration.
• Leaping BunnycoreOthersLeaping Bunny is a coalition that certifies consumer products are free of animal testing. Schmidt's is certified cruelty-free by Leaping Bunny, requiring compliance with requirements that go beyond current laws. This certification provides third-party validation of cruelty-free claims.
• Vegan ActioncoreOthersVegan Action provides vegan certification ensuring products contain no animal products or byproducts and have not been tested on animals. Schmidt's holds Vegan Action certification for all products.
• EcocertcoreOthersEcocert is a leading global certification body for natural and organic cosmetics. Schmidt's is the first and only natural deodorant in the US to be Certified Natural by Ecocert. This partnership validates the brand's natural claims and provides marketing differentiation.
• How2RecycleminorOthersHow2Recycle is a standardized labeling system that communicates recycling instructions to consumers. Schmidt's uses How2Recycle labels on packaging to guide proper recycling of deodorant jars, sticks, and spray containers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Primal Pit Paste: Primal Pit Paste is a direct competitor in natural deodorant with baking-soda and arrowroot-based formulas, targeting similar health-conscious and sensitive-skin consumers as Schmidt's.
• Lume: Lume is a direct competitor focused on natural, aluminum-free deodorant and whole-body odor control. It shares Schmidt's clean-label positioning and is frequently compared on efficacy and ingredient transparency.
• PiperWai: PiperWai is a direct peer in natural deodorant with activated charcoal-based formulations. Comparable positioning around ingredient transparency and aluminum-free claims makes it a natural head-to-head.
• Native: Native is a direct competitor in natural deodorant with comparable plant-based positioning, broad retail distribution, and similar price points. It is the most cited head-to-head rival for Schmidt's in mass-market natural deodorant.

Broad incumbents

• Degree (Rexona): Degree is a Unilever mass-market deodorant/antiperspirant brand and a sibling to Schmidt's within the same portfolio. Comparable because both compete in deodorant at retail and share Unilever's distribution muscle.
• Tom's of Maine: Tom's of Maine is a broader incumbent in natural personal care (owned by Colgate-Palmolive) spanning deodorant, toothpaste, and soap. It competes with Schmidt's across overlapping natural deodorant and oral care aisles with much greater scale.
• Secret: Secret is a mass-market deodorant/antiperspirant brand owned by P&G. It is a broad incumbent competing for the same deodorant shelf space, particularly in mass and drug channels where Schmidt's also distributes.
• Dove: Dove is a sister Unilever brand operating broadly across personal care including antiperspirant/deodorant. As a portfolio peer under the same parent, it provides a benchmark for Unilever's mass-market deodorant scale and channel positioning.

Emerging players

• Kopari Beauty: Kopari is a clean personal-care brand with coconut-based deodorant and adjacent skincare SKUs. Comparable because it overlaps with Schmidt's clean-label, coconut-oil ingredient story and targets a similar premium-natural consumer.
• Each & Every: Each & Every is an emerging natural deodorant brand with essential-oil based formulations. It overlaps on clean-label positioning and unisex SKU design, targeting the same natural-leaning consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/schmidtsnatural
• YouTubeyoutube.com/schmidtsnaturals
• Facebookfacebook.com/schmidtsnaturals
• Instagraminstagram.com/SchmidtsNaturals
• LinkedInlinkedin.com/company/6628144

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Schmidts Naturals