Michael Cammarata co-founded Schmidt’s Naturals, an all-natural deodorant brand, in 2014 after investing in a small Oregon company that sold deodorant in jars at farmers markets. By the second half of 2017, Schmidt’s Naturals shipped to more than 14,000 US retail outlets. Unilever acquired the company in December 2017 and named Cammarata CEO.
How did Michael Cammarata start as an entrepreneur?
Michael Cammarata earned his first million dollars at age 13 and invested the capital across biotechnology, entertainment, advertising, and electronics. He struggled with dyslexia as a child, which led some teachers to mark correct answers wrong simply because he reached them through a different process.
At age 11, Cammarata met a group of people through the video game Starcraft, introduced to him by Jeff Barrett, and the network he built through that community expanded his confidence and his world view. At age 12, he started a web hosting company that grew to 5 million unique visitors daily.
What is Schmidt’s Naturals and how did Cammarata grow it?
Cammarata co-founded Schmidt’s Naturals in 2014 after investing in a small Oregon-based deodorant maker sold at farmers markets. He saw potential for the product beyond farmers markets and helped scale it into one of the fastest-growing startup wellness brands in the country.
By 2017, Schmidt’s Naturals operated a 30,000-square-foot facility in Portland, Oregon, and a sales office in Florida, with a team of 120 employees. Cammarata also widened the product range to include plant- and mineral-based body washes, soaps, mouthwash, and toothpaste, reaching more than 14,000 American retail outlets by the second half of 2017.
Why did Unilever acquire Schmidt’s Naturals?
Unilever acquired Schmidt’s Naturals in December 2017 and named Michael Cammarata CEO of the brand. Alessandro Di Bella, who worked at Unilever during the acquisition, credited Cammarata’s direct communication style and willingness to act fast as central to the deal’s success.
“Michael is proof that you have to embrace what you really are to be the best you can be, rather than conforming or imitating others,” Di Bella said. “He has a crisp and direct communication style, as well as an attitude and readiness to take on risk and act fast.”
Frequently asked questions
What company did Michael Cammarata co-found?
Michael Cammarata co-founded Schmidt’s Naturals, an all-natural personal care brand, in 2014.
When did Unilever acquire Schmidt’s Naturals?
Unilever acquired Schmidt’s Naturals in December 2017.
What role did Cammarata take after the acquisition?
Cammarata became CEO of Schmidt’s Naturals following the Unilever acquisition.