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Bieber Beauty: Is Justin Bieber’s new natural deodorant worth the cop?

Finally, Justin Bieber is giving us that Bieber beauty we’ve always wanted.

The multi-platinum recording artists whose last music offering was his Purpose album in 2015 has been busy with life, to say the least.

The 25-year old Canadian native has found himself spiritually. He’s had an ongoing battle with mental health and recently got married to model Hailey Baldwin over the past couple of years.

Now, it seems the young pop sensation is venturing into the beauty market with an all natural deodorant called Here + Now, a product in conjunction with the vegan and cruelty-free beauty brand Schmidt’s.

“New collab coming this Fall,” the singer wrote alongside his post—which pictures Biebs in a Titanic-inspired stance, blissful eyed with arms wide.

According to People,  Here + Now deodorant will be vegan, cruelty-free, and made with all plant-based ingredients. Bieber was involved in everything else, including the label artwork, the scent, and the name, which was chosen as a reminder to be “present in your daily life.”

After Kylie and Rihanna‘s success, it seems that more stars are electing to jump into ventures other than spirits. But, chasing trends or not, Biebs really has a play here.

Some scientists have suggested a potential link between aluminum-based antiperspirants and breast cancer, making the perfect, chemical-free underarm solution a prime opportunity for the right face to get behind.

The global beauty and personal care products market size is in the billions and climbing. Among men there is an awareness about health and wellness, personal grooming and appearance projected to account for a rise in the demand for men’s grooming products.

It’s also brilliant timing seeing that his wife, Hailey Bieber, filed a trademark for “Bieber Beauty,” last month. This puts them in line to unveil a bevy of products they can push on their perspective platforms.

While Bieber has yet to announce what scent or vibe he’ll go for, the end result will certainly be all-natural. Proving this Schmidt’s current offerings use a range of minerals and plant ingredients to neutralize odor.

Being that the deodorant isn’t set to launch until later this fall, it gives plenty of time to research the ills of aluminum-based deodorants and to find a brand that will most likely be cheaper than his when it drops.

Bieber is much like Rihanna in terms of letting their music sit on the back burner for a while. But if it means breaking glass ceilings, as she is in fashion, and raising awareness on health, as Bieber is with his deodorant, then I guess it’s okay.

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