Harry Styles has become somewhat of a household name in recent years. Though he first found fame in One Direction, those days are behind him. In 2020, Styles became the first-ever solo male cover star on Vogue. Now, Styles has expanded his reach and has just launched his first foray into the beauty industry. And, wait for it, it’s called…Pleasing. Unlike many of the celeb beauty brands (which seem to be everywhere these days), Styles’ new brand seems incredibly authentic. It is, of course, also just in time for the festive season. There’s no doubt that more than a few of Styles’ millions of fans will be requesting a ‘pleasing’ gift under the tree.
It’s more than just a beauty brand
Styles describes it as more of a “lifestyle brand” and credits the pandemic for its inception. He admits that he’s always wanted to do something like this but it was the pandemic that gave him the space and time to really focus on the brand. Styles told Dazed “I’ve always found that the moments in my life which have brought me the most joy are the small ones… It’s always those moments that I find have the longest-lasting effect on me, in terms of sparking something wonderful in me. I really think that the essence of Pleasing is finding those little moments of joy and showing them to people.”
Styles also explains that the colors for the nail polishes on offer came about as a result of him experiencing beautiful colors and patterns and wanting to be able to have them on his nails.
He’s famous for completely disregarding archaic gender norms. He’s made statements over the years when it comes to normalizing gender-fluid fashion and is, more often than not, wearing nail polish these days. So when it came to launching a beauty brand that targets everyone and is completely non-binary, Styles was the perfect man for the job.
The brand is positioned to target a broad range of consumers and, according to the press release, its mission is “to bring joyful experiences and products that excited the senses and blur the boundaries,” with the aim of “dispel[ling] the myth of a binary existence”. Styles describes “pleasing” as being “about working with talented people who might not necessarily have the light shone on them, and collaborating”.
When is it launching?
The website for “Pleasing” is very much up and running and, to absolutely nobody’s surprise, fans are very excited. Styles spoke to Lynette Nylander from Dazed about the launch of his new lifestyle brand. It’s set to officially launch on the 29th of November. Products will be launched “in three stages and limited quantities”.
It’s the perfect launch date for the festive season. Though, personally, I’m pretty sure that all the products will be sold out long before Christmas comes around. Do keep in mind that this is described as the brand’s initial collection which makes us think that there’s definitely more to come.
What does the collection look like?
The debut collection for “Pleasing” is relatively small. It comprises of the ‘Pleasing Pen’, four nail polishes, and a pearlescent illuminating serum. The prices are not to be sniffed at either.
Styles is somewhat famous for doing everything properly and his new beauty and lifestyle brand is no different. It’s anything but cheap with nail polishes priced at $20 each or $65 for the set of four. The illuminating serum is set to retail for $35 and the ‘Pleasing Pen’ (dual-purpose eye cream and lip oil) will set you back $30. The products are already available for pre-order on the website.
‘Pleasing’ is also good for the planet
Not only is the brand intentionally opening up the beauty space to include everyone, but it’s also sustainably made and good for the planet. It’s well known amongst Styles’ fans that he is passionate about the planet and takes sustainability very seriously.
Styles is very proud to say that his brand is both “mindfully and sustainably made”. Styles also told Dazed that he doesn’t believe simply putting a famous face on a product will sell it. The entire range has been created with “the lightest possible footprint in mind”.
The products make use of “post-consumer plastics and compostable paper printed with bio-sourced inks”.
It’s also worth mentioning that the packaging looks beautiful, and I think that Styles’ move into the beauty and lifestyle industry is bound to be successful. It’s clear that he views business very differently and is more than willing to move with the times.