Justin Bieber is getting into the beauty business.
The “Sorry” singer, 25, announced on Tuesday that he is the new face of natural deodorant brand Schmidt’s in an Instagram post. “Ready for Here + Now… new collab coming this Fall with @schmidtsnaturals,” he captioned a shirtless photo of himself.
According to People, Bieber’s Here + Now deodorant will launch this fall and will be made vegan, cruelty-free and with all plant-based ingredients, in keeping with the brand’s mission. Bieber helped design the label artwork and formulated the scent itself.
The name is 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.
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“It’s more than just a deodorant; it’s a lifestyle and a connection to those around you,” Schmidt’s CEO and co-founder Michael Cammarata told People. “It’s about the small, but intentional choices we make every day that help us to lead happier and healthier lives, mentally and physically.”
The collaboration also marks another move towards clean beauty for the Biebers; wife Hailey Baldwin serves as the face of BareMinerals. Bieber also appears on rapper Lil Dicky’s new song “Earth,” which advocates for protecting the planet.
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It seems that the Bieber-Schmidt’s collaboration may have been in the works for a while: Last year, Hailey Baldwin discussed how much she loves how her husband smells.
“A guy’s scent is so important,” she told Popsugar in September. “That smell — it’s what makes you miss them when you’re away from them. I honestly don’t know what my fiancé wears, but whatever it is, it’s working.”
It’s possible that Baldwin might launch her own line of fragrance in the near future as well; the model, 22, filed to trademark Bieber Beauty for intent to sell her own branded cosmetics in April.
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This story was originally published by the New York Post.