Justin Bieber is taking on a somewhat unusual collaboration with Schmidt’s Naturals, launching a deodorant this fall called “Here + Now.”
According to AdAge, the new deodorant will launch globally both online and in physical stores. “Here + Now has various meanings, but to me it’s about being present in daily life,” Schmidt’s Naturals CEO Michael Cammarata told the publication. “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.”
Cammarata also noted that there are other celebrity collabs in store, and the company wills soon unveil hemp-oil and CBD varieties. Bieber took to Instagram on Tuesday (May 21) to share excitement over the launch, alongside a shirtless photo of himself, arms wide and eyes closed. See below.