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Justin Bieber is collaborating with the natural beauty brand, Schmidt’s, on a new natural deodorant scent called Here + Now that will be launched at the end of 2019.

“The time was right to make something happen and bring to life an exclusive product collaboration that will bring new fans into the naturals category,” Schmidt’s CEO and co-founder Michael Cammarata tells PEOPLE. “If Justin can make the switch from conventional to natural, it’s a choice that’s open to everyone.”

Like the other products in Schmidt’s assortment, Bieber’s Here + Now deodorant will be made vegan, cruelty-free and with all plant-based ingredients. Everything else, from the label artwork to the scent to the name, was decided on with the help of Bieber.

“Our R&D and creative teams have worked closely with Justin and his team to bring his vision to life,” Cammarata says. “They’ve been involved every step of the way, which has made for a really fun and collaborative process. It’s important to us that he and his team, and therefore his fans, love it just as much as we do.”

By Damilola Faustino

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