Unilever announces plans to acquire Schmidt’s Naturals

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Unilever announces plans to acquire Schmidt’s Naturals

By Gisselle Gaitan - 12/14/2017
Unilever has announced an agreement to acquire Schmidt’s Naturals. The Portland, Ore.-based personal care line, founded in 2010 by Jamie Schmidt, began as a deodorant line, which has expanded its offerings to include bar soap and toothpaste.

“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,” 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.”

The company’s deodorants have won awards for its formulas, which are derived from plants and minerals. Its most popular scents include Charcoal + Magnesium, Rose + Vanilla and Lavender + Sage. Co-founders Jamie Schmidt and Michael Cammarata will continue to be involved with the brand.

“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.”