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


Join the conversation Load comments

Latest in Culture

Cirque du Soleil files for bankruptcy

People are divided over whether CTV should fire Lainey Lui for racist posts

Lainey Lui issues apology on The Social over racist posts

Sasha Exeter breaks long silence on Instagram since Jessica Mulroney controversy

Here's what's coming to Netflix Canada in July 2020

Cineplex is about to reopen movie theatres but people don't like the face mask policy

Movie theatres are reopening in Canada and here's what they look like

Etalk reporter Lainey Lui called out for racist remarks after denouncing Jessica Mulroney