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Singer Harry Styles has launched his beauty brand, Pleasing.
He announced the brand on Monday via Twitter and Instagram, posting a promotional image of himself with the caption “Find your Pleasing.”
The singer is known for his gender-fluid wardrobe and love of nail polish.
The brand, vegan and cruelty-free, now has six products: four nail polishes, a dual roller ball lip and eye serum, and a facial serum. The prices range from $20 to $75 and are available for pre-order online. The brand’s newly-launched website says it will ship at the end of November.
“When we decided Pleasing would make beauty products, I wanted to be sure they were something I would use,” Styles said in a press release. “I didn’t want to make products to mask people, I wanted to highlight them and make them feel beautiful.”
Pleasing’s campaign models include both men and women, in line with Styles’ gender-neutral approach to fashion and beauty. A press release said the brand celebrates “the multitude of unique identities in our community.”
Pleasing also said that the line was inspired by pearls, which Styles frequently wears, calling it an “ode to the beauty found in a simple shell.”
Known for his love of mismatched manicures, Styles is the latest in a growing list of male celebrities to launch nail products in recent years, including A$AP Rocky, Machine Gun Kelly, and Lil Yachty.
Pleasing’s nail polishes feature four different shades:
- 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.
All the names are inspired by pearls.
The line also includes a two-in-one eye and lip serum called the Pleasing Pen. One end of the pen features an eye gel made from ingredients including lingonberry and okra, while the other contains a marshmallow-flavored lip treatment.
The line’s other product, the Pearlescent Illuminating Serum, has moisturizing properties and can be used as a priming base for makeup. Consistent with the collection’s aesthetic, the serum comes in a rectangular bottle filled with white pearl-like capsules.
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.