Justin Bieber is taking his new team-up with Schmidt’s Natural seriously!
On Tuesday, June 25, the pop superstar was spotted heading into a studio to film and record advertisements for his new all-natural line of deodorant.
As Radar originally revealed, Bieber, 25, is the new face of Schmidt’s Naturals deodorant.
“Ready for Here + Now… new collab coming this Fall with @schmidtsnaturals,” he captioned a shirtless photo of himself on Instagram in May.
The name is said to be a nod to Bieber’s new attitude and openness about mental health, and a reminder to be appreciative of every moment of life, according to a representative from the brand.
And in another link to Bieber, the “Sorry” singer helped formulate the scent and design the packaging.
A recent poll revealed the startling fact that a sizable portion of Millennials and Gen Zers aren’t wearing deodorant or antiperspirant at all!
Nearly 40 percent of 18-24 years olds say they haven’t applied either of the products in the last month, according to YouGov Plan and Track data.
Bieber promises the deodorant to be vegan, cruelty-free and with all plant-based ingredients, in keeping with the Schmidt’s Naturals mission.
Schmidt’s Naturals CEO and entrepreneur Michael Cammarata greeted Bieber at the studio as the two continued their work on the groundbreaking collaboration.
“Schmidt’s started as a name, and it’s become more of a movement,” Cammarata said. “We’ve proved natural does work. We don’t limit availability. We’re able to make natural products accessible.”
Ultimately, Cammarata notes, his aim is “investing in ways we can take care of our planet.”