As a hugely popular, best-selling musical artist, Justin Bieber has had more than a few successes. But in the upcoming months, he’ll look to add another under his belt when he launches a new deodorant this fall through Schimdt’s, a company which specializes in natural deodorants.
According to Page Six, Bieber revealed that his new deodorant will be called Here + Now and will be made with cruelty-free, plant-based, vegan ingredients. Bieber initially announced the product, as well as his new role as the face of Schmidt’s, in an Instagram post, saying, “Ready for Here + Now… new collab coming this Fall with @schmidtsnaturals.”
The name, Page Six also reported, is a nod to Bieber’s recent candid attitude about mental health and the attitude of approaching each day with an open and receptive attitude. This concept, according to Michael Cammarata, the co-founder and CEO of Schmidt’s, is “about the small, but intentional choices we make every day that help us to lead happier and healthier lives, mentally and physically.”
Bieber’s collaboration with Schimdt’s follows an earlier collaboration between his wife, Hailey Baldwin, and BareMinerals, another company that produces clean beauty products. Baldwin also filed a trademark in April for the name “Bieber Beauty,” with the intention of selling her own cosmetics.
In this way, Bieber’s partnership with Schimdt’s represents another step for the couple towards clean, eco-friendly beauty products. We’re excited to get our hands (and noses) on Bieber’s deodorant this fall.