Sweat Equity
was long the domain of the granola set—until Jaime Schmidt came along. In 2010, the then-32-year-old living in Portland, Oregon, concocted an aromatic formula in her kitchen and started Schmidt’s, which in 2017 was acquired by Unilever. Schmidt’s opened the door for a slew of startups taking radically different approaches—in packaging, ingredients, and marketing—to elevate
