We recently had the chance to connect with Jaime Schmidt and have shared our conversation below.
Hi Jaime, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: Are you walking a path—or wandering?
I think most of us are doing both. Curiosity and life circumstances are always going to lead us to wander. But knowing our values and staying disciplined keeps us grounded and prevents us from straying too far off the path.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m the founder of Schmidt’s Naturals, a global brand of natural personal care products that began in my kitchen in Portland, Oregon, in 2010. At the time, I was surrounded by a vibrant community of artists and makers, which inspired me to explore my own creative side. Being pregnant with my son also pushed me to find products with the cleanest ingredients, so I started making my own.
What began as a DIY project turned into something much bigger. I started selling at local farmers markets for fun, but quickly recognized the business potential. By listening closely to customers and incorporating their feedback, I spotted an even greater opportunity to bring natural products into the mainstream.
With limited resources, I bootstrapped the business into profitability, eventually selling in 30,000 retail doors, including Target, Costco, Walmart, CVS, and Whole Foods. In 2017, Schmidt’s Naturals was acquired by Unilever, a milestone that set the brand up for continued growth and allowed me to step away from daily operations to focus on supporting other entrepreneurs.
Since then, I’ve authored Supermaker: Crafting Business on Your Own Terms, a book that shares the lessons I learned in marketing, operations, sales, product development, partnerships, and more.
Today, as an investor, I have the privilege of backing founders through my fund, Color, alongside my partner and husband, Chris Cantino. We invest in consumer goods, ecommerce, marketplaces, emerging technology—and pro pickleball, our favorite (and America’s fastest-growing) sport.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What part of you has served its purpose and must now be released?
It’s less about releasing and more about expanding. Once you’ve had your big moment, your big win, you naturally start thinking more holistically about life, experiences, relationships, and the things that truly matter. You finally have the time and headspace for it, and it’s a beautiful shift.
I know I’ll always stay active in the ecosystem through my investment fund and other opportunities. And I’m comfortable knowing I’m in a position to give back, whether that’s through advice, mentorship, or philanthropy. But the anxiety and stress that came with making a name for myself, that’s what’s fallen away.
Was there ever a time you almost gave up?
There were many times I almost gave up. From lack of financing and quality control issues to managing a fast-growing team, staying ahead of the competition, and navigating the identity shifts that come with being an entrepreneur, there were endless challenges along the way.
But I’ve always believed that nothing worthwhile comes without struggle. That mindset, combined with the continuous positive feedback I received from customers, is what kept me moving forward.
Next, maybe we can discuss some of your foundational philosophies and views? What’s a belief or project you’re committed to, no matter how long it takes?
Building muscle and getting strong! Over the last year, I’ve started taking strength training seriously, and once you see what your body is capable of and truly understand the benefits, it’s addictive. It becomes a lifestyle, something you start building your schedule around instead of trying to squeeze into your calendar. For the first time, I have the time and energy to really invest in myself.
It takes discipline, patience, and a significant investment of time, along with a willingness to say no to other things. But just like in entrepreneurship, I’ve learned that big dreams require big sacrifice.
Contact Info:
- Website: https://jaimeschmidt.info
- Instagram: @jaimeschmidt
