Michael Cammarata on Partnering With Justin Bieber, Creating Natural Products, and More

2016 Billboard Music Awards - Show, Las Vegas, USA Justin Bieber accepts the award for top male artist at the Billboard Music Awards at the T-Mobile Arena, in Las Vegas 22 May 2016
Chris Pizzello/Invision/AP/Shutterstock

As the CEO of Neptune Wellness Solutions and the co-founder and former CEO of Schmidt’s Naturals, Michael Cammarata knows quite a bit about the lifestyle and wellness industries.

Recently, Schmidt’s Naturals partnered with global music superstar Justin Bieber on a new natural deodorant called HERE + NOW, which is a sensitive skin formula with activated charcoal and made with natural ingredients. The new collaboration has no aluminum or artificial fragrance and also is certified vegan.

We caught up with Cammarata to speak about his work at Schmidt’s Naturals, partnering with Justin Bieber, and more.

MJ: Why did you co-found Schmidt’s Naturals in the first place?

Michael Cammarata: The reason I co-founded Schmidt’s Natural is based on creating a core mission, which is to make effective natural products accessible and exciting for everyone. When leading the company, I found it imperative to think differently when it came to creating new products, marketing and partnering with the right allies who also believe in our values.

Why did Schmidt’s choose to partner with Justin Bieber?

Schmidt’s partnership with Justin Bieber exemplifies our willingness to go above and beyond when it comes to making natural products more appealing to the average consumers and main stream. I appreciated the fact that Justin wanted to amplify our need for self-care in order to live a healthier lifestyle. This is also one of our core values for Schmidt’s. It became a no-brainer – we needed to create a partnership here in order to change people’s perceptions of natural products.

Why move to Neptune Wellness Solutions so quickly following the partnership?

The reason I moved from Schmidt’s to Neptune Wellness Solutions is based on the same principles of wellness, natural and accessibility. I want to continue making natural products for all consumers and Neptune has seen exponential growth ever since the very beginning. For decades, Neptune has perfected the extraction, purification and formulation of natural health products, and I see value in this democratization of cannabis within the wellness space can change the whole consumer package industry.

How do you feel about cannabis becoming more consumer-friendly?

Plain and simple – it excites me! There’s a certain tepidness with how cannabis is perceived in the public space and that’s finally starting to change. We’re experiencing a turning point in the consumer wellness space and it’s about time. Our consumer brand, Forest Remedies, focuses on developing plant-based products for consumers, while we are also researching sleep and anxiety solutions using plant-based alternatives. Not only do I hope that consumers enjoy the products we create, but I also want them to help with their overall wellness. Also, with a more congested cannabis market, I am moving aggressively to ensure that consumers are able to find products that are authentic and responsibly crafted. This is exactly what we’re doing at Neptune and Forest Remedies.

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