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On Monday, singer Harry Styles launched his gender-neutral beauty brand, Pleasing, via Twitter and Instagram through a promotional photo of himself captioned “Find your Pleasing.”
Styles is known for his gender-fluid wardrobe and love of nail polish.
The brand has launched six products: four nail polishes, a dual roller ball lip and eye serum, and a facial serum. The products can be bought at $20 to $75 and pre-ordered online. Pleasing’s newly-launched website says it will ship at the end of November.
Pleasing also claims to be vegan and cruelty-free.
“When we decided Pleasing would make beauty products, I wanted to be sure they were something I would use,” Styles said in a press release. “I didn’t want to make products to mask people, I wanted to highlight them and make them feel beautiful.”
Styles’ has a gender-neutral approach to fashion and beauty. So it only makes sense that Pleasing’s campaign models include both men and women, as a press release states that the brand celebrates “the multitude of unique identities in our community.”
Pleasing also said that the line was inspired by pearls, which Styles frequently wears, calling it an “ode to the beauty found in a simple shell.”
Styles is known for his love of mismatched manicures and now he joins a growing list of male celebrities to launch nail products in recent years, including A$AP Rocky, Machine Gun Kelly, and Lil Yachty.
Four different shades are featured in Pleasing’s polishes, and their names are inspired by pearls: A white shade called Perfect Pearl, a pale pink called Granny’s Pearls, a black nail polish with a navy sheen named Inky Pearl, and a clear topcoat dubbed Pearly Tops.
Pleasing also launched a two-in-one eye and lip serum called the Pleasing Pen, with one end of the pen containing an eye gel made from ingredients like lingonberry and okra. The other end contains a marshmallow-flavored lip treatment.
The last product, the Pearlescent Illuminating Serum, has moisturizing properties and can be used as a priming base for makeup. The serum comes in a rectangular bottle filled with white pearl-like capsules in line with the collection’s aesthetic.
Styles said the product was “inspired by the Japanese skin divers — female divers who collected pearls… with no gear, just a net.”
“Their skin looks so fresh, shining in the sun, and I wanted a product that would give that feeling… like you’ve just come from the cold ocean,” he continued.
Speaking to Dazed magazine about the launch, Styles said he had worked on the line during the COVID-19 pandemic and revealed that there are more products to come.
