Forget Avocado Toast: Millennials Are Flocking To Natural Deodorant

Schmidt’s Naturals’ formulas help neutralize odor and absorb wetness with plant and mineral derived ingredients.

When investor Michael Cammarata first encountered chemical-free deodorant, his immediate question was: “Does it work?”

The longtime Old Spice devotee was itching to get in on the booming natural products market when an assistant told him about Schmidt’s Naturals. The Portland startup sold small batches of homemade deodorant with scents like sage, bergamot, and lime with lavender.

“Back then in 2014, [Schmidt’s Naturals] was only in a jar,” he recalls incredulously of the product that was applied with a finger. “A jar.”

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