Justin Bieber is launching a natural deodorant?

In what will probably be the weirdest news we report on this week

BeautyCrew Beauty Editor / May 23 2019

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

Briar Clark got her start in the media industry in 2017, as an intern for Marie Claire and InStyle. Since then, her keen interest in fashion and beauty has landed her gigs as a Digital Content Producer and Beauty Editor with titles like Girlfriend, Refinery29, BEAUTYcrew and beautyheaven. She loves the way seemingly innocuous topics like skin care and style have the ability to put a smile on people’s faces or make them think about themselves a little differently. A big believer in self love and experimentation, Briar has made a point of becoming the Australian beauty industry’s unofficial guinea pig for unusual treatments and daring hair trends. When she’s not testing out the latest beauty launches, Briar is big on broadening her horizons, mostly in the form of food but she’s also partial to travelling to new destinations both near and far (and of course, allocating an extra bag to bring their best beauty offerings home with her).