From market stand to global brand.
Jaime Schmidt is Founder of Schmidt's Naturals, the natural personal care brand that she scaled from her kitchen to acquisition by Unilever in 2017. And in the process, Jaime led a movement of modern brands bringing naturals to the mainstream. Today, the brand is sold in over 30 countries and 30,000 retailers, and Jaime continues to support their global expansion.
Since Schmidt’s breakthrough, Jaime has focused her efforts on enabling other entrepreneurs to pursue their own visions for a better future, and empowering the next generation of consumer brands. Through her inclusive investment firm, Color, Jaime invests directly in emerging founders, primarily women and people of color.
In June 2019, Jaime launched an ambitious new media company: Supermaker. Promising an alternative to homogenous business media, Supermaker celebrates inclusive and disruptive independent brands, and hosts conversations that empower progressive values in the workplace. In November 2019, Supermaker the book was announced, publishing April 2020 on Chronicle Prism.
Jaime will be starring in Season One of Going Public in 2021. The show is the first ever to enable viewers to invest in the companies on-screen as it follows a cast of diverse entrepreneurs facing down the challenges of trying to raise capital and potentially listing on Nasdaq. On Going Public, Jaime will help the show's entrepreneurs take their own brands to a global audience.
Supermaker: Crafting Business on Your Own Terms
Following her growth from kitchen to acquisition, Jaime’s book Supermaker serves as a blueprint for those hoping to scale into a financially successful business. Available for pre-order now.
The why behind it all.
Having grown from the humble roots of her kitchen and co-ops into retailers like Target and Costco, Jaime’s new initiatives are designed specifically to enable similar success stories and support leveling the playing field for underrepresented entrepreneurs.
Company Profiles.
Schmidt’s Naturals
Best-known for founder Jaime’s namesake deodorant formulas, Schmidt’s Naturals has since expanded to categories such as toothpaste, soap, body wash, and home care. The brand has partnered with Megan Rapinoe, Justin Bieber, Jane Goodall, Clean the World, PETA, and the Surfrider Foundation.
Having led Schmidt’s to global availability in over 30 countries and more than 30,000 stores, Jaime sold Schmidt’s Naturals to Unilever in December 2017, and continues to support the brand’s international expansion to this day.
Supermaker
Jaime Schmidt and Chris Cantino are co-founders of Supermaker, an alternative to homogenous business media. The platform launched in June 2019.
Supermaker celebrates diverse, independent brands and modern workplace thinking, helping level the playing field for emerging business leaders with insightful editorial content, inclusive coverage of the consumer products industry, and events.
Color
In 2018, Jaime and Chris founded Color, a consumer venture capital firm investing in “things people buy, and how people buy them.”
