The singer-songwriter Harry Styles this week launched his own gender-neutral beauty brand, Pleasing, after fans put clues together over the weekend.
Styles officially announced the launch Monday on social media, posting a photo of his painted nails on Twitter and Instagram with the caption “find your Pleasing.”
The plant-based beauty line includes curated nail polish and skincare products, with prices ranging from $25 to $75, according to its website. Products are currently only available for pre-order, and orders will ship at the end of the month.
“It’s starting with nail polish, because that was kind of the birth of what it was for,” Styles said in a recent interview with the British magazine Dazed. “Me seeing a color on a flower or a wallpaper or something and thinking, ‘Oh, I wanna put that on my nails.’”
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“I also think that what this can become is so much more than just products you can buy. I think it’s about giving, and giving back. I am blessed to have fans who are so supportive of me, who believe in freedom and who have created this safe space for each other. Pleasing is really for them. That feeling of community is kind of what we would like Pleasing to (reflect),” he added.
Styles’ move into the beauty world isn’t a complete surprise, given his well-documented affinity for colored nails and his gender-fluid wardrobe.
“When we decided Pleasing would make beauty products I wanted to be sure they were something I would use,” Styles said in a press release. “I didn’t want to make products to mask people, I wanted to highlight them and make them feel beautiful.”
Styles now joins the ranks of male artists like A$AP Rocky, Machine Gun Kelly and Lil Yachty, who have all launched their own nail polish lines. Pleasing polishes come in four different shades with names inspired by pearls, which Styles frequently wears.
The musician Pharell Williams also launched a genderless, vegan beauty brand, Humanrace, last year.
In addition to nail polish, Pleasing also includes a dual-ended lip and eye serum and an “illuminating” serum, also inspired by pearls.
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