essence partners with Bieber

is tapping into Justin Bieber’s star power, signing on to be the official cosmetics partner of the popstar’s Believe” Tour 2013.

The brand will accompany the 18-year-old Bieber across the US and Europe, touching up the make-up of young fans at selected concerts. Plus, essence will offer ticket sweepstakes and exclusive meet-and-greets with Bieber. The brand will also release a limited Trend Edition and support charity projects of the young singer.

essence has described the partnership as a successful combination”, with the brand and Bieber sharing a similar type of fan base.