Apparently, it isn't. Instead of releasing a typical fragrance, Bieber will sell "wristbands and dog tags infused with a unisex fragrance called My World," Women's Wear reports.
The pitch is: now, not only can teenage girls smell of Bieber lust, so can your puppy.
The perfumed accessories will go on sale before the holidays, at Wal-Mart. Sellers say the scent has "notes of bergamot, lychee and pomegranate, a heartof cedar glimmers and a drydown of musk."
It's unclear what this will smell like to the regular shopper, which raises the question, what does Bieber actually smell like? Frankincense and candy corn? Lollipops and Canadian conditioner?
Above, Bieber performing at the Maryland State Fairgrounds in September.