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Partner
Jaime Schmidt is a renowned entrepreneur, author, and investor, best known as the founder of Schmidt's Naturals, a successful natural deodorant brand acquired by Unilever. She is now an active venture capitalist and angel investor.
Jaime Schmidt primarily invests in consumer brands, particularly within the wellness, beauty, food and beverage, and direct-to-consumer (DTC) sectors. She often supports mission-driven companies and those with innovative products and strong brand narratives.
Jaime Schmidt operates her investment activities through Schmidt Ventures and serves as a General Partner at Color Capital. She also acts as an advisor and mentor to various startups and entrepreneurs.
Jaime Schmidt stands out as a highly influential figure in the venture capital and consumer packaged goods (CPG) landscape. Best known as the visionary founder of Schmidt's Naturals, a company she grew from a kitchen experiment into a national brand before its acquisition by Unilever, Schmidt has since transitioned her entrepreneurial prowess into a successful investing career. Her journey from a DIY entrepreneur to a CPG titan provides her with invaluable insights into brand building, market penetration, and scaling operations, which she now imparts to her portfolio companies.
As an investor, Jaime Schmidt primarily operates through Schmidt Ventures, her personal investment vehicle, and as a General Partner at Color Capital. Her investment thesis is sharply focused on the consumer sector, with a particular emphasis on wellness, beauty, food and beverage, and other direct-to-consumer (DTC) brands. She seeks out companies with strong brand narratives, innovative products, and a clear path to market, often prioritizing those with a mission-driven approach or a commitment to sustainability and ethical practices. Her portfolio reflects a keen eye for emerging trends and a dedication to supporting founders who are disrupting traditional industries.
Schmidt's career background is a testament to her entrepreneurial spirit and strategic vision. After successfully exiting Schmidt's Naturals, she became a sought-after advisor and mentor, sharing her experiences in manufacturing, distribution, and brand development. She is also the author of "Supermaker: Crafting Business on Your Own Terms," a guide for aspiring entrepreneurs. Her hands-on experience as a founder gives her a unique perspective, allowing her to connect deeply with entrepreneurs and provide practical, actionable advice that goes beyond mere capital injection.
While specific individual investments are often confidential, Jaime Schmidt's portfolio is known to include a diverse range of innovative CPG and wellness brands. She has been associated with investments in companies that align with her values of health, sustainability, and authentic branding. Her involvement typically extends beyond financial backing, often including strategic guidance, mentorship, and leveraging her extensive network to help founders achieve their growth objectives. Her commitment to fostering a new generation of successful, purpose-driven businesses solidifies her reputation as a formidable force in the investment community.
Jaime Schmidt is the Co-founder and Partner at Color Capital, an early-stage venture fund investing in consumer brands, and is based in Portland, Oregon. She previously founded the personal care brand Schmidt’s Naturals in 2010, scaling the kitchen operation to retail distribution across 30 countries before its reported nine-figure acquisition by Unilever in December 2017. Alongside her husband Chris Cantino, she also co-founded BFF in January 2022, an open access web3 community focused on tech education that was subsequently acquired by Boss Beauties. A two-time Goldman Sachs 100 Most Intriguing Entrepreneurs honoree, she also authored the business book Supermaker: Crafting Business on Your Own Terms, which was published in September 2020. In her current role, Schmidt focuses her professional efforts on deploying capital into consumer packaged goods, ecommerce marketplaces, and emerging technologies through her self-funded investment vehicle.