justin bieber deodorant

Justin Bieber just launched his own deodorant and people aren't sure what to make of it

If you've ever had the odd desire to buy a stick of deodorant with Justin Bieber's name attached to it, you're in luck. 

The Ontario-born pop star collaborated with Schmidt's to create Here+Now, a baking soda-free natural deodorant. 

Bieber helped select the all-gender scent for the deodorant, and he also co-designed the packaging. 

The artist is also featured in an ad for the new product, and his wife Hailey Rhode Bieber even makes a cameo in the promo. 

"Here + Now is all about living in this moment we've been given and making the most of it," Bieber said in a statement.

"I try to share that message through my music, my lifestyle and through the partners I choose to collaborate with. Schmidt's is a great brand whose products promote natural self-care, which is something I really believe in: take care of yourself, live your best life, and always be Here + Now."

Like the rest of Schmidt's products, Here+Now is plant-based, certified vegan and cruelty-free, and formulated without aluminum or artificial fragrances.

Reactions to Bieber's new business venture are mixed, as can be expected when a controversial celebrity gets involved with the launch of a consumer product as random as deodorant.

The singer undoubtedly has a base of die-hard fans who would purchase anything attached to his name, and there's no doubt they're supporting him in this area as they do with his music. 

Others are poking fun at the fact that he chose deodorant as the product to work on, considering his sometimes dishevelled appearance.

And some are simply confused by the move.

Bieber isn't the only Canadian musician making moves in the business world. Drake just announced that he's launching a cannabis wellness company with Canopy Growth.

And while deodorant may not be the most classic choice for a celebrity brand deal, many are praising the star for partnering with a natural and sustainable company.

Lead photo by

PRNewsfoto/Schmidt's Naturals

Latest Videos

Join the conversation Load comments

Latest in Entertainment

SNL pokes fun at Quebec English and Canada's obsession with Drake

Halle Berry is quarantining in Montreal to film a new movie and fans are excited

Someone is trying to preserve an abandoned Blockbuster in Canada as a museum

Family Feud Canada enforces strict no handshaking rule and limits families to Toronto area

Here's all the Christmas movies coming to Netflix Canada for 2020

There's now a comic book about Kamala Harris' time in Montreal

Shawn Mendes just dropped new music for the first time in years and fans are freaking out

Riverdale shuts down filming of season 5 in Canada because of COVID