Justin Bieber is launching a natural deodorant?

In what can only be described as the biggest beauty WTF moment of the week so far, pop music’s reformed bad boy Justin Bieber is set to collaborate on an all-natural deodorant with natural beauty brand Schmidt’s - and colour us intrigued.

JB announced the collaboration via Instagram with this shirtless pic:

The deodorant will be called Here + Now and as reported by People, it promises to be made entirely with plant-based ingredients and will also be vegan and cruelty-free.

Justin is said to have been heavily involved in the development process, making decisions on everything including the label artwork, the scent and the name – chosen to serve as a reminder “to be present in your daily life”.

Michael Cammarta, Schmidt’s CEO and co-founder, explained to People that Justin’s choice to go natural should serve as an indication that making the switch from traditional deodorant is not as hard as everyone makes it out to be. “If Justin can make the switch from conventional to natural, it’s a choice that’s open to everyone.”

No word yet on whether the deodorant will be made available on Australian shores, with its release set for autumn in the US, but we’ll definitely be keeping an eye out for this unusual beauty collaboration.

Can’t wait for Justin Bieber’s deodorant to launch? These are the best natural deodorants we’ve used.

Do you use a natural deodorant? Let us know your top product pick in the comments below.

Main image credit: @justinbieber