Schmidt’s Naturals

What Schmidt’s Naturals does

Schmidt's Naturals, founded in 2010 by Jaime Schmidt in Portland, Oregon, develops and sells plant- and mineral-based personal care products — primarily natural deodorants in stick, spray, and jar formats — formulated without aluminum salts, artificial fragrance, parabens, or phthalates. The product portfolio has expanded to include baking-soda-free sensitive-skin deodorant sticks, bar soaps with natural exfoliants, and a Tooth+Mouth Paste line, all positioned under a certified-natural, certified-vegan, and certified-cruelty-free brand platform (Ecocert, Vegan Action, Leaping Bunny). The original formula originated as a kitchen-developed DIY project and gained traction through viral success at Portland farmers markets before entrepreneur Michael Cammarata joined in 2015 to scale the business.

The company was acquired by Unilever in 2017 and now operates as a non-reporting subsidiary within the conglomerate's personal care portfolio, with European operations administered through entities such as Unilever Deutschland GmbH. Schmidt's generates revenue through one-time consumer purchases of its personal care SKUs, distributed via mass-market retail (drugstores, grocery, and natural product chains) and the Amazon marketplace across 20+ countries including the United States, Canada, the United Kingdom, Germany, France, Spain, Australia, and 12+ additional European markets with localized storefronts. Direct-to-consumer e-commerce on schmidts.com was discontinued on March 26, 2024, with customers redirected to the store locator and Amazon. The company's GTM centers on earned media (sustained editorial coverage from Cosmopolitan, GQ, Women's Health, Prevention, and others), organic social (Facebook, Instagram, Twitter, YouTube), content marketing through "The Natural" lifestyle blog, email capture, and retailer-driven shelf presence — the latter amplified materially by Unilever's distribution scale post-acquisition.

Name

Schmidt’s Naturals

Legal name

Schmidt's Naturals

Website

https://schmidtsnaturals.com

Company type

Private

Founded year

2010

Operating status

Operating

Ownership category

akta.pro rank

Product category

Natural Personal Care (Deodorants)

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Deodorants & Antiperspirants (CRADANAA)

akta.pro secondary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Natural deodorant
• Aluminum-free deodorant
• Vegan personal care
• Cruelty-free deodorant
• Plant-based deodorant

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Consumer Personal Care Products: Schmidt's Naturals generates revenue through the sale of natural deodorant sticks, sprays, and bar soaps. Products are sold through direct-to-consumer online sales, major retail stores, and Amazon marketplace.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Schmidt's Naturals manufactures and sells plant- and mineral-based natural deodorants in multiple formats (sticks, sprays, jars), bar soaps with exfoliating particles, and tooth/mouth paste. Products are formulated without aluminum salts, artificial fragrances, parabens, or phthalates, and are certified natural by Ecocert, vegan by Vegan Action, and cruelty-free by Leaping Bunny. The portfolio is targeted at health-conscious consumers seeking effective natural personal care alternatives.

Product overview

Schmidt's Naturals offers a portfolio of natural personal care products centered around natural deodorants in multiple formats (sticks, sprays, jars) and bar soaps. The company was founded in Portland, Oregon in 2010 and acquired by Unilever. Their core products include Deodorant Sticks (available in over 10 scents), Deodorant Sprays (3 varieties with 48-hour protection), Deodorant Jars (the original formula in glass), Bar Soaps (with exfoliating ingredients), and Tooth+Mouth Paste (vitamin-enriched oral care). All products are certified natural, vegan, and cruelty-free, formulated without aluminum salts, artificial fragrances, parabens, or phthalates.

Differentiator

Problem solved

Functional benefit

Products and services

• Deodorant Sticks Natural deodorant sticks with plant- and mineral-based formulas providing gentle, all-day odor protection. Made with shea butter, coconut oil, and essential oils; certified natural, vegan, and cruelty-free; available in over 10 scents. Targeted at health-conscious individual consumers seeking effective aluminum-free deodorant.
• Deodorant Sprays Award-winning natural deodorant sprays with 48-hour odor protection using Eco-Spray technology with ozone-friendly propellant. No aluminum salts, visible residue, or white marks. Targeted at consumers seeking long-lasting, residue-free natural deodorant.
• Deodorant Jars The original creamy, odor-fighting deodorant formula that started Schmidt's brand in 2010, packaged in recyclable glass jars and made with cocoa butter. Targeted at consumers seeking the original artisan-style natural deodorant format.
• Sensitive Skin Deodorant Sticks Baking soda-free deodorant sticks designed for sensitive skin, made with magnesium and natural ingredients. Available in varieties including Jasmine Tea, Coconut Pineapple, Hemp & Rose, and Vanilla & Oat Milk. Targeted at consumers with sensitive skin who experience irritation from conventional or baking soda-based natural deodorants.
• Bar Soaps Natural bar soaps with mineral and plant-based exfoliating particles such as volcanic sand and vanilla beans. Aromatic and good-lathering without SLS or artificial fragrances. Targeted at consumers seeking natural body cleansing alternatives.
• Tooth+Mouth Paste Natural tooth and mouth care products formulated with added vitamins, organic aloe vera, and superfood extracts such as goji and pomegranate. Includes Activated Charcoal with Wondermint and Coconut + Lime varieties. Targeted at health-conscious consumers seeking natural oral care alternatives.

Quantifiable outcome

• More than 20,000 5-star reviews on schmidts.com
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• EcocertcoreStrategic or Co-development PartnerEcocert is the world's leading specialist in certification of natural products. Schmidt's Naturals partnered with Ecocert to become the first natural deodorant to be Certified Natural by Ecocert in the U.S. and globally. This certification provides customers assurance that products contain 99% natural origin ingredients and meet rigorous natural product standards.
• Leaping Bunny CoalitioncoreStrategic or Co-development PartnerLeaping Bunny certifies that products are free of animal testing throughout the entire supply chain. Schmidt's is certified cruelty-free by Leaping Bunny, which goes beyond current laws to ensure the highest assurance of no animal testing.
• Vegan ActioncoreStrategic or Co-development PartnerVegan Action provides vegan certification ensuring that Schmidt's products do not contain animal products or byproducts and have not been tested on animals.
• The Natural MagazineminorGTM or Marketing PartnerThe Natural is Schmidt's lifestyle blog covering health, beauty, and wellness content. It includes topics like natural deodorant tips, natural trends, wellness articles, and community engagement content.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Native: Direct competitor in aluminum-free, natural deodorant sticks and body care. Both brands target health-conscious, vegan, and cruelty-free consumers with similar essential-oil-based formulations and direct-to-consumer roots.
• Tom's of Maine: Established natural personal care brand owned by Colgate-Palmolive, offering aluminum-free deodorants alongside oral and body care. Competes head-to-head on natural-ingredient positioning across mass retail channels.
• Each & Every: Emerging natural deodorant brand using plant-based, essential-oil formulations. Targets a similar clean-beauty consumer with comparable aluminum-free deodorant SKUs.
• Kopari Beauty: Natural personal care brand with coconut-based deodorants and body care. Competes in the same natural, vegan, and cruelty-free segment with overlapping retail distribution.
• PiperWai: Natural deodorant brand known for activated-charcoal stick format. Directly comparable aluminum-free, vegan positioning with a similar startup-to-retail growth trajectory.
• The Crystal: Mineral salt-based deodorant brand and one of the longest-standing natural deodorant alternatives. Competes in the same aluminum-free category across natural and mainstream retail.

Broad incumbents

• Dove (Unilever): Sister brand under Unilever's personal-care portfolio offering mass-market deodorants including 0% aluminum variants. Represents both an internal portfolio peer and the dominant mass-shelf competitor.
• Old Spice (P&G): Major CPG men's deodorant brand that has introduced natural and aluminum-free product lines. Competes with Schmidt's in mass retail and increasingly in the natural subsegment.
• Weleda: Established natural personal care brand with Natrue-certified deodorants and body care. Comparable on natural-ingredient positioning and global retail footprint.

Emerging players

• Lume: Fast-growing natural deodorant brand focused on whole-body odor control. Emerging competitor in the natural deodorant segment with strong digital and DTC execution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/schmidtsnatural
• YouTubeyoutube.com/schmidtsnaturals
• Facebookfacebook.com/SchmidtsNaturals
• Instagraminstagram.com/SchmidtsNaturals

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Schmidt’s Naturals