We always knew Justin Bieber was a man of many talents, but never did we think he would go on to create his very own deodorant. Wait, what?
Yes, you heard us correctly. The “I Don’t Care” singer is teaming up with Schmidt’s Naturals to launch a deodorant called “Here + Now.” According to Schmidt’s Naturals’ CEO, Michael Cammarata, the upcoming collaboration will launch globally both online and in stores in fall 2019. Not only are the brand’s deodorants formulated without aluminum or artificial fragrances, but they’re also certified vegan and cruelty-free.
“Here + Now has various meanings, but to me it’s about being present in daily life,” the company’s CEO said. “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.”
OK, we’re so here for this. The 25-year-old star took to Instagram on Tuesday, May 21 to share his excitement and let fans know that he is pairing with the natural deodorant company to create a signature scent.
“Ready for Here + Now… new collab coming this Fall with @schmidtsnaturals,” the “Love Yourself” crooner wrote alongside a swoon-worthy shirtless shot.
While this might seem like an unexpected collaboration at first glance, both Biebs and Schmidt’s have a shared priority — wellness. Yep, that’s right. The star has spoken up about the importance of mental health on a number of occasions.
In an interview with Vogue from February, the heartthrob even admitted that he was depressed while touring from March 2016 to July 2017.
“I got really depressed on tour,” he explained. “I haven’t talked about this, and I’m still processing so much stuff that I haven’t talked about. I was lonely. I needed some time.”
However, it’s definitely clear that he has been improving and working on his mental health a lot. His wife, Hailey Baldwin (er, Bieber), even talked about how proud she is of her bae on Instagram in April.
“My love. You are an incredible man, you make me a better human being, you make me happier than I’ve ever been,” the 22-year-old model wrote. “Insanely proud of who you are and who you’re becoming.. I love you more every single day.”
This new deodorant collab is definitely going to be a great way for Justin to try something new while promoting his reoccurring message of wellness.
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