Looks like Hailey isn’t the only Bieber dipping her toes into the beauty industry as her hubby Justin Bieber is releasing a product of his own.
[jwplayer gNKCqtOD]
The ‘I Don’t Care’ singer is set to release a natural deodorant scent called Here + Now with beauty brand Schmidt’s.
“The time was right to make something happen and bring to life an exclusive product collaboration that will bring new fans into the naturals category,” Schmidt’s CEO and co-founder Michael Cammarata told PEOPLE.
“If Justin can make the switch from conventional to natural, it’s a choice that’s open to everyone.”
The Biebz also confirmed the exciting news on Instagram, writing:
“Ready for Here + Now… new collab coming this Fall.”
Bieber’s Here + Now deodorant will be made vegan, cruelty-free and with all plant-based ingredients.
“Our R&D and creative teams have worked closely with Justin and his team to bring his vision to life,” Cammarata says. “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.”
And as for the title of the scent, JB selected Here + Now as a reminder to be “present in your daily life,” Cammarata says.
“It’s more than just a deodorant; it’s a lifestyle and a connection to those around you,” Cammarata says. “It’s about the small, but intentional choices we make every day that help us to lead happier and healthier lives, mentally and physically.”
Cammarata adds: “We want to inspire a conversation around health, wellness and optimism for the future. It’s a means to talk about the issues that we all face day to day and how we can support each other in our collective journey to live our best lives.”
I’m just here for the corny, ab-tastic deodorant ad, TBH.
