PORTLAND, Ore. — When Schmidt’s Naturals founder Jaime Schmidt started out making her natural deodorant in 2010, she did it in her kitchen and sold it at local farmer’s markets. This year — following the 2014 addition of Michael Cammarata as the company’s chief global strategist and the addition of stick deodorant and sensitive skin product lines — Schmidt’s Naturals launched in Target in February.
On the heels of its introduction into mass, the company — which began with natural deodorant in a jar and expanded to include sticks — just launched its latest stick deodorant scent, Charcoal + Magnesium. Cammarata recently told Drug Store News that that the expansion has been quick and largely driven by consumer interest in stores and on social media.
When Cammarata joined the company in 2014, Schmidt’s Naturals developed the stick deodorants within three months and grew its employee base from four when he came on board to now more than 50 as it has gone from a 1,200-sq. ft. warehouse to a 14,000 sq. ft. facility.
“Jaime is really good at identifying ingredients and developing products,” Cammarata said. “And we've been able to expand our relationships from natural into grocery and from grocery launching into mass with Target this February. Introducing our sensitive skin line and stick, we've been seeing a huge response from customers — and that's been driving the business.”
Before its launch into mass, the company has distribution in several natural stores and independent retailers, as well as Whole Foods, Pharmaca and Urban Outfitters. Cammarata said that in addition to the Target launch and the new scent’s introduction, Schmidt’s Naturals will continue to expand this year, with three new scents planned for April and other planned retail launches.
“We have a couple of tricks up our sleeves that we’ll be announcing soon,” he said.