Justin Bieber Is Launching A New Deodorant With Schmidt’s

Justin Bieber arrives at the recording studio in Los Angeles on Monday afternoon (May 20).

The 25-year-old musician went to work on some new music just before announcing a new partnership with natural brand, Schmidt’s. The two are working on launching a new deodorant that will be out in the fall.

The deodorant, called Here + Now, will be made vegan, cruelty-free and with all plant-based ingredients. Everything else, from the label artwork to the scent to the name, was decided on with Justin‘s help.

“Our R&D and creative teams have worked closely with Justin and his team to bring his vision to life,” Schmidt’s CEO and co-founder Michael Cammarata told People. “They’ve been involved every step of the way, which has made for a really fun and collaborative process. It’s important to us that he and his team, and therefore his fans, love it just as much as we do.”

He added, “It’s more than just a deodorant; it’s a lifestyle and a connection to those around you. It’s about the small, but intentional choices we make every day that help us to lead happier and healthier lives, mentally and physically.”

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