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Justin Bieber is taking on an unusual collaboration with Schmidt’s Naturals, launching a deodorant this fall called “Here + Now.”

According to AdAge, the new deodorant will launch globally both online and in physical stores.

“Here + Now has various meanings, but to me, it’s about being present in daily life,” Schmidt’s Naturals CEO Michael Cammarata told AdAge.

“…We don’t limit availability. We’re able to make natural products accessible. I think the partnership with Justin really shows the brand extends beyond a niche.”

Cammarata also noted that there are other celebrity collaborations in store, and the company will soon unveil hemp-oil and CBD varieties.

Bieber took to Instagram on Tuesday (May 21) to share his excitement over the launch. See below.

https://www.instagram.com/p/BxuiTcLnTWO/?utm_source=ig_embed

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