This Cult-Favorite Naturals Brand Just Made a Big Announcement
Another exciting industry acquisition was announced today: Unilever—parent company to household names like Dove, Simple and Vaseline—is acquiring Schmidt’s Naturals, a personal care company founded in 2010 and best known for its cult-favorite natural deodorant.
“Today is a momentous day in the history of Schmidt's Naturals," said brand cofounder Jaime Schmidt in a press release. "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 toward creating a more sustainable and equitable future for diverse peoples across the planet further fuels the enthusiasm behind our alliance.”
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Kees Kruythoff, president of Unilever North America, said Schmidt’s is a nice complement to the company's existing portfolio of deodorants available in the U.S., which includes big names like Degree 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.”
The announcement comes on the heels of Unilever's acquisition of another company, Sundial Brands, which produces several beauty brands including SheaMoisture, Nubian Heritage and Madam C.J. Walker. Terms of the transaction have not yet been disclosed, but the deal is expected to close in early 2018.