Justin Bieber Really Wants You to Wear Natural Deodorant

The budding Instagram poet has branched out.

Returning to the industry with open arms.

Canadian newlywed and mania-inducing heartthrob Justin Bieber is making a new foray into the beauty industry, announcing on Instagram that he is launching a natural deodorant called Here + Now, a product in conjunction with the vegan and cruelty-free beauty brand Schmidt's.

"New collab coming this Fall," the singer wrote alongside his post — which pictures a topless and particularly zen Bieber, eyes closed, with arms outstretched to the world. 

While it’s not his first move into beauty – during the highly-publicised tween years he did, of course, lend his name to a myriad of fragrances – this collaboration is unique of the moment, considering that natural beauty in general, and natural deodorant, in particular, is hugely in vogue. 

As well as this is the brand's interest in sustainability. As with all of Schmidt's products, this Bieber-adjacent one will also be cruelty-free and made with plant-based ingredients. 

While it's not yet announced what scent or vibe Bieber will go for (the product is still being finalised, according to reps) the end result will certainly be all-natural: Schmidt’s current offerings use a range of minerals and plant ingredients to neutralize odour.

The renewed interest in beauty products seems to be running in the family: Bieber's news arrives about a month after his wife, Hailey, reportedly filed for the trademark “Bieber Beauty,” with the intent to launch a cosmetics line.

Main image by @justinbieber

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