Justin Bieber ‘Keys’ Up Fans with New Scent


Beliebers, your boy has grown up.

Since turning 19, Justin Bieber has done everything in his power to break his squeaky clean, teen idol image, and that’s transferred over to his newest scent, the ambiguously named The Key. “[It] will unlock a personal side of me they’ve never seen before, bringing us closer together,” the singer explained to People

The fruity-floral scent, which is slated to hit shelves in July, boasts bass notes of vanilla and musk. Housed in a modern pillar with gold hardware, the key charm is detachable so fans can keep it as close to their hearts as they do the teen heartthrob.

Carrying on his message of determination, the new fragrance was meant to push fans to blaze their own trails. “I always want my fragrances to send an uplifting and positive message,” he said. “The Key means a lot to me as a powerful symbol to believe, and this new fragrance is my message to my fans to always believe in their dreams.”