In Brands, Finance

Unilever scoops up natural deodorant brand Schmidt’s Naturals, a month after Procter & Gamble added Native Deodorant to its product portfolio. 

WHO: Portland-based personal care line Schmidt’s Naturals, founded in 2010 by Jamie Schmidt, began as a deodorant line with with the mission to “change the way you think about deodorant.” The business has expanded its offerings to include bar soap and toothpaste but remains best known for its award-winning deodorant formulas that are plants and minerals. Its most popular scents include Charcoal + Magnesium, Rose + Vanilla, and Lavender + Sage.

Dutch conglomerate Unilever PLC was incorporated on June 21, 1894. The company’s segments include personal care, foods, home care, and refreshments. The company operates in more than 100 countries, selling its products in more than 190 countries. Unilever owns more than 400 brands including 11 “billion-dollar brands.”

IN  THEIR OWN WORDS“Schmidt’s Naturals is a strong, innovative brand in the fast-growing natural category, and nicely complements our existing portfolio of US deodorants, which includes leading brands Degree, Axe, and Dove,” Kees Kruythoff, president of Unilever North America, said. “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.”

Alan Jope, President, Unilever Personal Care, added, “Schmidt’s Naturals is a great strategic fit for our Personal Care business, allowing us to reach new consumers who prefer natural options. We look forward to utilizing our Personal Care leadership to extend Schmidt’s Naturals into new sales channels and geographies.”

“Today is a momentous day in the history of Schmidt’s Naturals as we announce our joining of the Unilever family of brands,” Schmidt said. “Thanks to our community, what started humbly in my kitchen and local farmers’ markets has grown into homes worldwide. I am proud to say that as a result of our partnership with Unilever, we are better positioned than ever in our mission to make natural products accessible to all. Moreover, Unilever’s substantive actions towards creating a more sustainable and equitable future for diverse peoples across the planet further fuels the enthusiasm behind our alliance.”

Michael Cammarata, Co-founder and CEO, Schmidt’s Naturals, said, “As long as I can remember, I’ve had one dream—to build and be part of a meaningful company that would help change the world and empower people everywhere to live their best lives. Today, Schmidt’s Naturals and Unilever are coming together to bring natural products to the world in new and innovative ways. Through our partnership, we look forward to Unilever taking Schmidt’s Naturals to new heights and cementing the brand’s mission.”

DETAILS: 

  • Unilever acquires Schmidt’s Naturals.
  • Terms of the transaction were not disclosed. 
  • According to WWD, the business is said to have about $45 million in sales and be on track to double this year.
  • In November, WWD reported Schmidt’s Naturals had hired Goldman Sachs to conduct a sale process.
  • Co-founders Jamie Schmidt and Michael Cammarata will continue to be involved with the brand.

Photo: via schmidtsnaturals.com

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