A shocking percent of young people don’t wear deodorant, but Justin Bieber wants to change that

What stinks?

A new poll by YouGov found that almost 40% of 18 to 24-year-olds simply don’t wear deodorant or antiperspirant, stating that they haven’t used either in the last month.

It’s not smelling much better for the 25 to 34-year-old age group, with 31% saying they haven’t used deodorant in the past 30 days.

This isn’t a good sign for 25-year-old superstar Justin Bieber, who is launching a new “natural” deodorant, Here + Now. Relying on baking soda to absorb sweat, the deodorant is plant-based, and contains no chemicals. It’s being released by Portland, Oregon-based Schmidt’s Naturals (owned by global consumer-goods company Unilever.)

The deodorant is called Here + Now because, as Michael Cammarata, the CEO of Schmidt’s Naturals, told W Magazine, because “it speaks to being present in your daily life. It’s more than just a deodorant; it’s a lifestyle and a connection to those around you. It’s about the small, but intentional choices we make every day that help us lead happier and healthier lives, mentally and physically.”

Sounds complicated. Here’s Biebs’ Instagram announcing Here + Now, coming this fall.

Meanwhile, Bieber won’t have the only celebrity deodorant out there. If you can believe it, Jane Goodall – yes, that Jane Goodall, the world’s top chimpanzee expert – recently announced a partnership with Schmidt’s for her own line of natural deodorant. According to AdAge, the lily of the valley-scented deodorizer recently moved from being sold directly to Schmidt’s online subscribers to being sold at Whole Foods.

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