Schmidt’s

Schmidt’s sells natural personal care products, aluminum-free deodorant sticks, a charcoal and magnesium formula, tooth and mouth paste, and bar soap, formulated without SLS, PEG or artificial fragrance. The site runs on Shopify with a country selector covering more than a dozen markets across Europe, North America and Oceania, and products are organized by scent family (Bergamot and Lime, Rose and Vanilla, Cedarwood and Juniper) rather than by function alone.

Website Design

An off-white ground with blue-grey text. Body copy and navigation run in a muted blue-grey rather than pure black, set against a near-white background, giving the interface a softer tone than a typical clinical personal-care site.

A hand-lettered display face over a condensed sans body. Headlines use a playful, slightly irregular display font while prices, labels and body copy run in a tight grotesque, pairing a quirky brand voice with a legible retail layout.

Yellow and lime green as callout colors. Promotional badges and highlighted claims use a bright yellow and a lime green against the blue-grey and white base, standing in for the more literal reds and browns a deodorant brand might otherwise reach for.

Shopping Experience

Scent-led product tiles. The trending grid on the homepage names each stick by scent story rather than function, for example Coconut and Pineapple as “Tropical Paradise” or Jasmine Tea as “Delicate Florals,” with the base product name set smaller underneath.

A three-step usage guide on the homepage. Before the shopper reaches a product page, the site walks through warming the product, applying it once or twice, and the result, a short instructional moment usually reserved for a product detail page.

Category shortcuts by product line. Deodorant, oral care, soap and the charcoal formula each get a dedicated homepage panel with its own callout copy and a Shop link, rather than a single combined Shop All entry point.

Brand Storytelling

A stated formulation stance repeated across the page. “Aluminium-free,” vegan and Leaping Bunny cruelty-free certification, and the absence of SLS, PEG and artificial fragrance are restated in multiple homepage panels rather than confined to a single ingredients page.

A tagline used as a section break. “Change the way you think about natural” opens and closes the homepage content, framing the brand’s premise as a correction to how shoppers currently think about personal care rather than a simple product pitch.

Notable Features

A multi-market country selector up front. The location switcher lists markets from the Czech Republic to Australia and New Zealand before a shopper reaches any product content, signaling a global distribution footprint.

Step-by-step application instructions as content. The homepage’s “How to apply” sequence functions as onboarding copy for a first-time natural-deodorant user, addressing a common hesitation before it becomes a support question.

A named “greatest formula” callout. The charcoal and magnesium deodorant is introduced with a direct superlative claim from the brand itself, calling out one formula from the range as its current best rather than presenting the line as undifferentiated.

Schmidt’s Shop Category page example

Schmidt’s Product page example

Schmidt’s footer example