Justin Bieber is making a new foray into the beauty industry, announcing on Instagram today that he is launching a natural deodorant called Here + Now, a product in conjunction with the vegan and cruelty-free beauty brand Schmidt’s.
While it’s not his first move into beauty—as a tween pop star he did, of course, lend his name to a set of fragrances—this collaboration is uniquely of the moment, considering that natural beauty, and natural deodorant in particular, is on the rise. As some scientists have suggested a potential link between aluminum-based antiperspirants and breast cancer, the search for a perfect, chemical-free underarm solution has felt fervent lately. While it’s not yet announced what scent or vibe Bieber will go for, the end result will certainly be all-natural: Schmidt’s current offerings use a range of minerals and plant ingredients to neutralize odor.
The renewed interest in beauty products seems to be running in the family: Bieber’s news arrives about a month after his wife, Hailey, reportedly filed for the trademark “Bieber Beauty,” with the intent to launch a cosmetics line.