In Oregon, Schmidt’s Naturals is targeting millennials with a newly launched line of toothpastes that include ingredients such as superfood extracts, vitamins, magnolia bark, organic aloe leaf juice, and tea tree oil.
The company, which was recently acquired by Unilever, already offers natural deodorants with “unconventional” scents such as rose vanilla and lavender sage.
Toothpaste flavors are similarly offbeat, with the launch including charcoal, vanilla chai, and coconut with lime. Schmidt’s Naturals cofounder and CEO Michael Cammarata tells Fast Company he saw an opportunity to apply consumer scent preferences for personal care products in the toothpaste category.
“With natural products in particular, we found that consumers were tired of bitter, bland flavors and formulas,” Cammarata adds. “Our customers confirmed what we already saw to be a massive opportunity in the category–to win not only with a clean and effective formula, but to exceed expectations and create excitement around compelling flavors and ingredient technology.”