Schmidt’s debuts deodorant co-created with Justin Bieber

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Schmidt’s debuts deodorant co-created with Justin Bieber

By Gisselle Gaitan - 11/07/2019

Bieber fever is hitting the personal care aisle.

Schmidt’s has released its baking soda-free natural deodorant that was co-created with international star, Justin Bieber.

The Grammy-nominated artist helped select the fragrance for Here+Now and co-design the packaging as well, the Englewood Cliffs, N.J.-based company said.

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

Each packaging of the deodorant contains the words “Be Kind. Stress Less. Hug More.,” as a means to inspire a conversation around wellness, as well as optimism for the future, the company added.

"At Schmidt's, we believe in the power of self-care, and each and every one of our products is crafted based on that passion, including Here+Now," Ryu Yokoi, the CEO of Schmidt's Naturals said. "We're thrilled to introduce a natural deodorant that is not only effective, but also serves as a call to mindfulness and living in the moment. As a co-creator, Justin has been integral in the development of Here+Now by bringing his own personal journey with self-care to the table."

In addition, Here+Now is a sensitive-skin version of Schmidt’s activated charcoal deodorant that’s enriched with magnesium. Free of baking soda, the product neutralizes odor and offers an essential oil derived by spicy citrus and warm floral scent. It also contains notes of sophisticated wood, the company said.

Like other products from the brand, the new launch Is plant-based, certified vegan and cruelty-free, and formulated without the use of aluminum or artificial fragrances.

Shoppers can pick up Here+Now on the company’s website, as well as CVS Pharmacy, Target, Walgreens, Whole Foods and select retailers in Canada.