“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.