Unilever has announced it is acquiring Schmidt's Naturals. The transaction is expected to close no later than the first quarter 2018.
Schmidt's Naturals is based in Portland, Oregon, and began with a line of natural deodorants. It has recently expanded to offering additional scents, as well as exfoliating bar soaps and toothpaste.
The company was co-founded in 2010 by Jamie Schmidt and Michael Cammarata, who will continue to be involved with the brand. It is known for its award-winning deodorants, made using plants and minerals. The line includes Charcoal + Magnesium, Rose + Vanilla, and Lavender + Sage scents. This limited edition holiday set just launched, with three new festive scents. (The brand's labels are mentioned in Beauty Packaging's December feature story, Decorating Decisions.)
Kees Kruythoff, president, Unilever North America comments, "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. 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, adds, "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."
Jaime Schmidt adds, "Today is a momentous day...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."
Cammarata comments, "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...Through our partnership, we look forward to Unilever taking Schmidt's Naturals to new heights and cementing the brand's mission."
Terms of the transaction were not disclosed.