Justin Bieber Partners with Schmidt’s; Set to Launch New Vegan Deodorant

May 23, 2019

Recently, the ‘Baby’ singer has shown increased interest in all-natural beauty products owing to his wife, Hailey Baldwin, who already happens to be a proponent of clean beauty. Hailey, since 2018, has been the brand ambassador for the vegan-friendly and cruelty-free brand bareMinerals.

Now, taking his interests further, the pop-star is reportedly teaming up with the cruelty-free and clean beauty brand Schmidt’s to launch a new plant-based deodorant by fall of this year, according to People.

Credits: justinbieber/ Instagram

Bieber’s ‘Here + Now,’ as the vegan deodorant will be dubbed, will be 100% vegan like Schmidt’s other products. Justin Bieber will work closely with the company to develop the whole product, from the artwork on the label to the fragrance, reports People. Regarding Justin’s collaboration with the R&D team developing the product, Michael Cammarata, Co-Founder and CEO of Schmidt’s told People, “They’ve been involved every step of the way, which has made for a really fun and collaborative process.” He also added-

“If Justin can make the switch from conventional to natural, it’s a choice that’s open to everyone.”

Michael Cammarata via people.com

More Than a Deodorant

Speaking more about the intricacies of the product, CEO of the Unilever- owned brand, mentioned Justin Bieber chose the name ‘Here + Now’ as a metaphor to living in the now or being ‘present in your daily life.’  Bieber’s latest candid posts on Instagram regarding mental health suggest his personal connection to the product name.

Credit: @schmidtsnaturals/ Instagram

“It’s more than just a deodorant; it’s a lifestyle and a connection to those around you. It’s about the small, but intentional choices we make every day that help us to lead happier and healthier lives, mentally and physically.”

Michael Cammarata via people.com

Credit: @schmidtsnaturals/ Instagram

In addition to deodorants, Schmidt’s makes various other vegan-certified and cruelty-free beauty products such as oral care, soaps, and body washes. For instance, the company’s ‘Lily of the Valley’ floral-fragrance line for deodorants and body wash was crafted in collaboration with Jane Goodall. The Jane Goodall Institute is a global environment and animal conservation organization. For every purchase of this product, 5% of the proceeds will go to the Institute, aiding in its noble mission.

What do you think about Justin’s collaboration with Schmidt’s? Let me know what you think in comments.

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