Justin Bieber Tunes into Deodorant Deal

Unilever subsidiary Schmidt’s Naturals has partnered with musician Justin Bieber for a line of deodorant called Here + Now.

Brokered by United Talent Agency licensing agent Sid Kaufman and Bieber’s management team, the deal marks the first of many celebrity collaborations for Schmidt Naturals. Michael Cammarata, chief executive officer of the company, told AdAge that the company has various partnerships in the works and plans to make more announcements this fall.

“Schmidt’s started as a name, and it’s become more of a movement,” says Cammarata. “We’ve proved natural does work. We don’t limit availability. We’re able to make natural products accessible. I think the partnership with Justin really shows the brand extends beyond a niche.”

The Bieber collaboration will launch globally online and in-stores this fall.