Schmidt’s Toothpaste: For Fresh, Charcoal-y Breath

Fast Company: “Unilever recently acquired Schmidt’s Naturals for its millennial-friendly natural deodorants, and now the Portland-based startup is taking on another bathroom shelf staple: Toothpaste … Much like the company’s popular deodorant line, which comes in unconventional scents like rose vanilla and lavender sage, the toothpaste collection reimagines the flavors we swish and spit. Think activated charcoal with mint, vanilla chai, and coconut with lime in bright, modern tubes that starkly differ from more hippie-esque natural brands.”

“Schmidt’s Naturals cofounder and CEO Michael Cammarata tells Fast Company he saw a ripe opportunity to translate modern consumer scent preferences for personal care products. While customers adamantly want oral care that leaves them feeling fresh, the company’s research found that could also extend into citrus and floral flavors.”

“It remains to be seen whether consumers will be drawn to the product for its main selling point: Health. Schmidt’s Naturals is free of potentially harmful ingredients, and its packaging proudly touts vitamin and superfood extracts … Cammarata is confident that the health-conscious tide is growing, and with that, so will society’s view of what they put on and in their body. Indeed, a recent study published in the journal JAMA Internal Medicine found that consumer complaints of adverse health events related to personal care products more than doubled last year.”

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