Unilever And Givaudan Buy Natural; More Cosmetics M&A In Brief

On the coattails of Procter & Gamble Co.'s acquisition of natural-positioned Native deodorants, Unilever announces its purchase of Schmidt's Naturals for an undisclosed sum. The Portland, Ore.-based company markets deodorants that are free of aluminum, propylene glycol, parabens, phthalates and artificial fragrance, in variants including Charcoal + Magnesium, Rose + Vanilla and Lavender + Sage. Its formulas come in sticks and jars and include a sensitive skin range, with offerings priced at $8.99 to $10.99 at schmidtsnaturals.com. As noted in Unilever's Dec. 14 release, Schmidt's business has grown with the addition of natural bar soaps and toothpaste, all available for under or around $6. Kees Kruythoff, president, Unilever North America, touts Schmidt's as a "strong, innovative brand in the fast-growing natural category [that] nicely complements our existing portfolio of US deodorants," including Degree, Axe and Dove offerings. "The brand’s focus on transparency and mission to make natural products accessible to everyone aligns closely with Unilever values and represents an exciting category expansion for our family of brands," the exec adds. The Anglo-Dutch firm is eager to extend Schmidt's into new sales channels and geographies, projecting that the transaction will close no later than the first quarter of 2018. (Also see "P&G Goes Native In Acquisition That Aligns With Peltz' Vision" - HBW Insight, 28 November, 2017.)