Schmidt's Naturals

Schmidt's Deodorant Company, LLC

Company type	Private (subsidiary)
Industry	Personal care
Founded	2015 (2015)
Founder	Jaime Schmidt, Michael Cammarata
Headquarters	Portland , United States
Area served	United States
Key people	Ryu Yokoi (CEO), Jaime Schmidt (brand ambassador)
Products	Natural deodorants, soaps, toothpaste, body wash, mouthwash, household care items
Owner	Unilever
Number of employees	120+
Parent	Unilever

Schmidt's Deodorant Company, LLC (operating as Schmidt's Naturals) is a U.S.-based personal care firm located in Portland, Oregon. Currently under the ownership of Unilever, Schmidt's Naturals specializes in creating and distributing personal care products derived from plants and minerals, such as natural deodorants, soaps, and toothpaste. The company prioritizes the use of natural components and eco-friendly formulations to cater to the increasing consumer preference for clean beauty items.

History

The origins of the company trace back to 2011 when Jaime Schmidt, a social worker and mother residing in Portland, Oregon, began crafting personal care items in her home kitchen. Over a span of four years, she marketed her creations at local farmers’ markets and cooperative stores throughout Portland, eventually earning placement on shelves at a regional Whole Foods store. By 2014, Jaime had refined her product range to five natural deodorant scents presented in small glass containers with applicators.

Investment

Towards the end of 2014, Jaime Schmidt agreed to an equity investment proposal from Michael Cammarata. In January 2015, they officially established Schmidt's Deodorant Company, LLC together.

Growth

Between 2015 and 2017, the company experienced significant expansion under Schmidt and Cammarata’s leadership, increasing its workforce from just four employees to over 160. The business relocated from a modest 1,200-square-foot facility to a much larger space, eventually moving into a site nearly three times the size. While Cammarata handled operational management, Schmidt concentrated on product innovation. During this period, they launched new product formulas, introduced stick deodorants, and undertook a rebranding effort.

In 2016, Schmidt's secured an exclusive deal with retailer Target.com and earned the title of Manufacturer of the Year (small company) by the Portland Business Journal. By the end of that year, the company employed close to 50 people and offered a product lineup consisting of 10 stick deodorants alongside six jar-based formulations. As interest in natural personal care products surged, Schmidt's attracted attention from prominent retailers.

Rebrand

In June 2017, Jaime Schmidt and Michael Cammarata received recognition as Pacific NorthWest Entrepreneurs of the Year by EY. A few months later in September, they introduced plant- and mineral-based soaps while rebranding the company as Schmidt's Naturals; toothpaste products were added by November. By late 2017, the organization had grown to employ approximately 120 staff members operating out of a 30,000-square-foot facility in Portland along with a customer service center located in Florida.

Unilever acquisition

After several months of negotiations led by Schmidt and Cammarata, Unilever acquired Schmidt's Naturals in December 2017 for an undisclosed amount. Post-acquisition, Michael Cammarata assumed the role of CEO while Jaime Schmidt continued as the brand ambassador. The product portfolio expanded to include body wash, mouthwash, and household care items. Under Cammarata’s direction from January through August 2018, sales increased by 300%.

In August 2018, Schmidt's Naturals collaborated with family friend Jane Goodall to create a limited-edition deodorant scent named “Lily of the Valley,” pledging 5% of sales proceeds to support the Jane Goodall Institute. In May 2019, they partnered with pop artist Justin Bieber to launch “Here + Now,” a deodorant designed for sensitive skin. The company also implemented an AI system called Alexander to improve customer service capabilities and data analytics. By July 2019, new deodorants featuring hemp seed oil were introduced in scents such as Rose + Black Pepper and Sage + Vetiver. That same month marked Michael Cammarata’s departure from the company as Unilever executive Ryu Yokoi stepped in as CEO.