Anna Sheffer
May 21, 2019 11:47 am

Justin Bieber is entering a new chapter in his career. At Coachella 2019, the singer surprised fans with an unexpected performance with Ariana Grande, and he later teased a new album on Instagram. But Bieber isn’t just taking on new musical projects. He’s also expanding his horizons with a natural deodorant line.

The pop star announced the news with an Instagram post today, May 21st, in which he stands shirtless with his arms wide open (much like that famous Titanic pose). Bieber wrote in his post that the line, a partnership with Schmidt’s Naturals, will be called Here + Now and will hit shelves in fall 2019.

Schmidt’s Naturals is a hygiene company that makes toothpaste, deodorant, and soap derived from mineral- and plant-based ingredients. The company’s website notes that its products are vegan and cruelty-free. Schmidt’s current deodorant offerings include Geranium Flower, Water + Wood, and Bergamot + Lime, so we expect Bieber’s line will also leave us smelling fresh and clean.

There’s no word yet on what scents Bieber will include in his deodorants, but the stormy mood in his announcement photo does give us some ideas. Maybe he’ll opt for ocean spray or fresh rain?

Ad Age reports that the brand previously partnered with the conservation organization the Jane Goodall Institute for its Goodall Lily of the Valley scent collection, so this partnership is definitely a change of pace for Schmidt’s. Ad Age also notes that the brand has traditionally launched products online before they become available in stores, but Here + Now will be sold more widely when it launches. This isn’t the first time that Bieber has dipped his toes into the world of fragrance. According to Fragrantica, he has previously released three different women’s perfumes.

We’re definitely intrigued to see (smell?) what Bieber has planned for Here + Now. It’s cool to see celebrities getting behind the natural deodorant trend.

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