Jaime Schmidt is an entrepreneur, investor, and icon of the Maker Movement.

As founder of industry-disruptor Schmidt's Naturals, Jaime led a movement of modern brands bringing naturals to the mainstream. Known for leveraging consumer engagement to drive product development and cultivate brand loyalists, Schmidt scaled demand for her innovative, handmade products into an empire. In 2017, Schmidt’s was acquired by Unilever, the world’s largest CPG company.

Since, Jaime has focused her efforts on enabling entrepreneurs to pursue their dreams of artisanship and self-fulfillment, empowering the next generation of consumer brands. Through her inclusive investment firm, Color, Jaime invests purposefully in emerging, diverse founders.

In June 2019, Jaime launched an ambitious new media company: Supermaker. Supermaker celebrates inclusive and disruptive independent brands, and hosts conversations that empower progressive values in the workplace.

Select projects.

Schmidt’s Naturals

Best-known for Jaime’s namesake deodorant formulas, Schmidt’s Naturals also expanded to categories such as toothpaste, soap, and body wash under Jaime’s leadership, and partnered with organizations like the Jane Goodall Institute, Clean the World, PETA, and the Surfrider Foundation.

Available globally in over 30 countries, Jaime sold Schmidt’s Naturals to Unilever in December 2017, and today supports the brand as Founder and spokesperson.



Jaime is co-founder of Supermaker, a media platform that celebrates inclusive, independent brands and creators, and hosts conversations empowering progressive values in the workplace.

Supermaker recognizes the need to level the playing field for emerging business leaders with insightful editorial content, helpful advice articles, and flagship events.


In 2018, Jaime and her husband Chris Cantino founded Color., a contemporary venture capital firm supporting diverse and inspired founders.

Color addresses the need to invest in more equitable funding systems, and specializes in CPG marketing, brand positioning, and growth strategy.

Here’s a great article about Color.


What’s next?

Having grown Schmidt’s Naturals from the humble roots of farmer’s markets and co-ops into retailers like Target and Costco, Jaime is working on thought leadership platforms that will help enable similar success stories and level the playing field for underrepresented entrepreneurs.

Look forward to big announcements later this spring.