Unilever buys US personal care company Schmidt’s Naturals

Consumer goods company Unilever has entered an agreement to acquire US-based personal care brand Schmidt’s Naturals for an undisclosed sum.

The transaction is set to close by Q1 2018 following the receipt of governmental authorisations.

Founded in 2010, by Jaime Schmidt and Michael Cammarata, Schmidt’s Naturals started with line of deodorants and has expanded to offer personal care products such as bar soap and toothpaste.

The co-founders of Schmidt’s Naturals will continue their association with the brand following acquisition.

Unilever North America president Kees Kruythoff said: “Schmidt’s Naturals is a strong, innovative brand in the fast-growing natural category, and nicely complements our existing portfolio of US deodorants which includes leading brands Degree, Axe and Dove.”

Unilever Personal Care president Alan Jope added: “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 utilising our Personal Care leadership to extend Schmidt’s Naturals into new sales channels and geographies.”

Schmidt’s Naturals’ deodorants are said to feature formulas derived from plants and minerals.

Unilever has sales in more than 190 countries with 9,000 employees across North America. Some of its leading brands in the US and Canada include Dollar Shave Club, TRESemmé and Vaseline.