Justin Bieber is going to be looking and smelling good. The singer announced in an Instagram post on Tuesday, May 21, that he’s doing his own natural deodorant.
“Ready for Here + Now… new collab coming this Fall with @schmidtsnaturals,” he captioned a shirtless photo of himself with his arms outstretched, facing toward the sun as dark clouds loom behind him.
Here + Now, a collaboration with Schmidt’s Naturals, will be available online and in stores, Michael Cammarata, the company’s CEO, told AdAge. He also explained the meaning behind the name of the 25-year-old star’s product.
“Here + Now has various meanings, but to me, it’s about being present in daily life,” he told AdAge. “Schmidt’s started as a name, and it’s become more of a movement. We’ve proved natural does work. We don’t limit availability. We’re able to make natural products accessible. I think the partnership with Justin really shows the brand extends beyond a niche.”
Schmidt’s — known for its natural, vegan and cruelty-free deodorants, soaps and oral-care products — also partnered with primate conservationist Dr. Jane Goodall in 2018 for a deodorant called Lily of the Valley.
While Schmidt’s has numerous deodorants, Cammarata admitted that Bieber’s Here + Now “is my favorite so far.”
According to Cammarata, the launch date for the “Sorry” singer’s deodorant may be in September or October.
