Justin Bieber launches natural deodorant

Justin Bieber in Schmidt's Naturals campaign. Supplied by Schmidt's Naturals

Justin Bieber has turned his deodorant launch into a family affair by roping his wife Hailey into the campaign.

The Love Yourself singer dropped his new Schmidt's collaboration, Here + Now, on Wednesday, and he appears in the first video advertisement along with his model wife, who makes a cameo, planting a kiss on her man's cheek.

Justin helped design the packaging for the gender-neutral, baking soda-free deodorant, which features buzz words like "Be Kind", "Stress Less", and "Hug More".

"Here + Now is all about living in this moment we've been given and making the most of it," the 25-year-old said. "I try to share that message through my music, my lifestyle and through the partners I choose to collaborate with. Schmidt's is a great brand whose products promote natural self-care, which is something I really believe in: take care of yourself, live your best life, and always be Here + Now."

Here+Now is plant-based, certified vegan and cruelty-free. It is available to buy at select retailers across the U.S. and Canada.

"At Schmidt's, we believe in the power of self-care, and each and every one of our products is crafted based on that passion, including Here+Now," added Ryu Yokoi, chief executive officer of Schmidt's Naturals. "We're thrilled to introduce a natural deodorant that is not only effective, but also serves as a call to mindfulness and living in the moment. As a co-creator, Justin has been integral in the development of Here+Now by bringing his own personal journey with self-care to the table."

The new product and ad come a month after Justin and Hailey, 22, teamed up for a new Calvin Klein underwear commercial.

The couple, who wed last year and remarried during a ceremony in South Carolina in September, agreed to strip down to help company bosses celebrate their CK50 collection, marking 50 years of the brand.

© Cover Media