Smell Like Justin! Bieber Introduces Plant-Based Deodorant Brand

Justin! Bieber Introduces Plant-Based Deodorant Brand
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May 21 2019, Updated 5:46 p.m. ET

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Forget smelling like teen spirit – Justin Bieber fans will soon be able to smell like their pop star hero! has learned the singer is the new face of Schmidt’s Naturals deodorant.

“Ready for Here + Now… new collab coming this Fall with @schmidtsnaturals,” he captioned a shirtless photo of himself on Instagram.

The Bieber collaboration will launch globally this fall, both online and in stores, according to Schmidt’s CEO Michael Cammarata.

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“Here + Now has various meanings, but to me it’s about being present in daily life,” Cammarata told Ad Age magazine.

The name is said to be a nod to Bieber’s new attitude and openness about mental health, and a reminder to be appreciative of every moment of life, according to a representative from the brand.

And in another link to Bieber, the “Sorry” singer helped formulated the scent and design the packaging.

Justin Bieber

The deodorant itself promises to be vegan, cruelty-free and with all plant-based ingredients, in keeping with the brand’s mission.

Schmidt’s is also introducing hemp-oil and CBD varieties this fall as it continues to expand. And more celebrity collaborations are expected down the road.

“Schmidt’s started as a name, and it’s become more of a movement,” Cammarata shared. “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.”



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