Justin Bieber launches clean water company Generosity at Qatar’s World Cup

Justin Bieber is on a mission to make the world's drinking water more sustainable.

Bieber and Mika Cravalho have grown the bottled water brand Genocity into a water technology company providing premium alkaline water in refillable fountains around the world.

"I want the world to have access to the best water possible. I also want countries to figure out how to best protect their people. Overuse of plastics is hurting us" Bieber said.

The objective of Generosity is not just to provide premium water but to reduce the use of single serve plastic.

“We aspire to be the global leader in water technology, empowering consumers with refillable products as an alternative to single-use packaging,” said co-founder Cravalho.

Bieber and Cravalho recently visited Qatar and met with Sheikha Al Mayasa bint Hamad bin Khalifa Al Thani, the sister of the country's Emir.

GenerosityTM Hydration Fountains in Sheraton Hotel Park, Corniche in Al Dafna, Doha 

Photo Credit: Chiefs of Content B.V