After releasing his latest track with Ed Sheeran dubbed “I Don’t Care,” Justin Bieber is now making moves into the beauty industry. The “Sorry” singer shared an image to Instagram with a caption announcing his collaboration with Schmidt’s, writing: “Ready for Here + Now… new collab coming this Fall with @schmidtsnaturals.”
PEOPLE reports that Justin’s roll-out of deodorants with the brand will be available at the end of summer and are made with cruelty-free, vegan and plant-based ingredients. “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 the publication. “If Justin can make the switch from conventional to natural, it’s a choice that’s open to everyone.”
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Michael detailed how the company has worked closely with Justin to make sure he and his team are happy with the product they will be sharing with the world and Bieber’s fan base.
“It’s more than just a deodorant; it’s a lifestyle and a connection to those around you,” he added. “It’s about the small, but intentional choices we make every day that help us to lead happier and healthier lives, mentally and physically.”