Pleasing: what you need to know about Harry Styles’ beauty brand

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 (JMEnternational for BRIT Awards/Getty Images)
(JMEnternational for BRIT Awards/Getty Images)

He’s master of a colourful mani and rarely seen without glowing skin, and perfectly coiffed hair — today Harry Styles has taken his beauty influence a step further with the launch of his own makeup line, “Pleasing.”

Rumours of a beauty brand first began circulating earlier this summer when a fan account noticed a trademark filing from Styles’ company Pleased As Holdings, which described the intended nature of the business to be the “wholesale of perfume and cosmetics.” Now, editors and influencers have received deliveries of the first Pleasing products, which include nail varnishes and skincare.

A fresh mani is a Styles signature, so nail polish was bound to be part of the equation. And the first Pleasing set comes in four shades of white, off-white, navy and bubblegum pearlescent pink – or as Styles calls them: “Perfect Pearl,” “Pearly Tops,” “Inky Pearl” and “Granny’s Pink Pearls.” Each comes in a dinky little bottle with a colourful gobstopper-like top. Pleasing, indeed.

Alongside the nail products there is a Pearlescent Illuminating Serum, and The Pleasing Pen, which has steel rollers at either end – one to refresh lips, the other eyes. According to the Instagram account @trendmood, one side is an eye gel with natural lingonberry, okra and hyaluronic salt to awaken tired undereyes and help diminish signs of ageing, while the other side is a demi-matte lip treatment with soothing marshmallow to replenish lips. There are suggestions there may be nail stickers in the pipeline too, but this is not confirmed.

Styles, who is listed as Director of Pleased As Holdings and will run the brand alongside his former assistant Emma Spring, follows in the footsteps of other celebrities like Ariana Grande, Kim Kardashian, Rihanna and Selena Gomez, all of whom have launched beauty lines in recent years in a bid to capitalise on their influential status.

The company has an Instagram account @pleasing, but for now there are just three black and white campaign images posted. Judging by the images though, inclusivity and gender fluidity will be a focus, which is no surprise given Styles has been a poster boy for both movements since he found fame as a solo artist.

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