Schmidt’s Naturals expands into a new personal care category

By Deanna Utroske

- Last updated on GMT

image courtesy of the brand
image courtesy of the brand
The Unilever brand announced the line extension on Tuesday. And while the surfactant needed to formulate liquid cleansing products often keeps naturals brand out of this category, the company believes they’ve chosen ingredients that doesn’t compromise Schmidt’s Naturals clean, green position.

Since Unilever bought Schmidt’s Naturals at the start of the year, the brand has added tooth and mouth paste to its offering and is now adding body wash.

Jaime Schmidt founded the company as a deodorant brand in 2010; and five years later she teamed up with Michael Cammarata. In 2017 the company introduced its first line extension, expanding the business to include bar soap.

“Diversifying and elevating our product offering is what our consumers expect of us,”​ believes Cammarata, who is now CEO of Schmidt's Naturals. “We are thrilled to continue providing the latest and most advanced plant-based ingredients and setting standards with environment-friendly and ethical practices that are even inspiring heritage personal care brands to follow suit,”​ Cammarata says in a press release announcing the body wash launch.

Small start

Schmidt’s Naturals body wash comes in just two of the brand’s signature scents: Jasmine Tea and Cedarwood + Juniper. This month, the washes will be available at Target and on the brand’s own ecommerce site for $9.99.

It’s reasonable to presume that if sales of these two body wash scents go well the brand will launch a fuller collection. Schmidt’s Naturals deodorant comes in Jasmine Tea, Cedarwood + Juniper, Fragrance Free, Ylang-Ylang + Calendula, Lavender + Sage, Bergamont + Lime, Rose + Vanilla, Charcoal + Magnesium, and most recently Waves.

Plant based

In order for the new products to align with Schmidt’s Natruals position as, well, a naturals brand, the washes are formulated with a surfactant that's made using organic argan oil.

“Schmidt's collection of body wash remains true to its mission of creating innovative, plant-based, cruelty-free, vegan products,” ​explains the press release. The wash formula “features sea-based antioxidants and aminos including nori, red algae, and spirulina. With an organic argan oil-based surfactant that helps nourish and refresh skin, Schmidt's latest innovation in body wash provides aromatic and moisture-rich cleansing.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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