Justin Bieber announced Tuesday that he will be the new face – or, more accurately, armpits – of Unilever's natural deodorant brand Schmidt’s Naturals.
“Ready for Here + Now,” the Canadian singer captioned a shirtless photo on Instagram. “New collab coming this Fall with @schmidtsnaturals.”
Bieber, 25, reportedly helped formulate the deodorant and design its label.
Michael Cammarata, co-founder of Schmidt's Naturals, told People: "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. If Justin can make the switch from conventional to natural, it’s a choice that’s open to everyone."
According to Unilver – which also counts Axe body spray and Dove Men+Care among its dozens of brands – Schmidt's Naturals are made "vegan, cruelty-free and with all plant-based ingredients."
Bieber has 106 million followers on Twitter and 113 million on Instagram.