Styles posted a promotional picture on Instagram of himself launching the brand on 15 November, with the caption: “Find your Pleasing.”
Pleasing is a curated line of nail and skin products, including a white-hued Perfect Pearl Polish for £16, a nail polish set for £50, the Pleasing Pen - which includes an eye and lip treatment and cooling steel rollers - for £23, and The Pearlescent Illuminating Serum for £27.
The 27-year-old told Dazed that Pleasing was an idea he’s had “for a while”. “It’s starting with nail polish, because that was kind of the birth of what it was for. Me seeing a colour on a flower or a wallpaper or something and thinking, ‘Oh, I wanna put that on my nails’,” Styles told the magazine.
“It was a fun little project, but during the pandemic, and when we eventually named it Pleasing, it felt like it was so much more than nail polish.”
Pleasing.com states that its products are vegan and cruelty-free as well as gluten-free and ethically-sourced. “We require that all partners throughout our supply chain provide transparency into their own social compliance policies, and that there is a keen focus on these issues by everyone who helps bring Pleasing products to life,” a statement on the website reads.
“We also totally understand that we are putting more product into the world, so if we’re gonna do that, then we have to do it the right way,” Styles told Dazed.
He added that he is “blessed” to have supportive fans who have “created this safe space to each other”. “Pleasing is really for them,” he continued. “That feeling of community is kind of what we would like Pleasing to (reflect).”
Product availability is limited, and fans of the former One Direction star were quick to react to the singer’s beauty line with one social media user commenting, “I’m not okay”.
Another added: “Can we talk about how Pleasing by Harry Styles is also aesthetically pleasant?”
One person wrote: “I don’t need my money, you can take it Pleasing by Harry Styles.” Another said: “Imagine being able to wear a nail polish created by Harry so when people compliment or ask about the nail polish you can say ‘Oh thank you it’s Pleasing by Harry Styles’.”
The drop comes after US Weekly revealed in May that the pop star listed himself as director of a company called Pleasing As Holdings Limited with his executive assistant, Emma Spring.
Rumours of the release swirled over the weekend after GQ style editor Zak Maoui shared images of “Pleasing” posters spotted across London on Twitter.
The posters show black and white images of models posing on a beach, with the word “Pleasing” printed across. Maoui captioned one of his tweets: “Pleasing by Harry Styles is here.”
Eagle-eyed fans also spotted official blue-ticked Instagram and Twitter accounts for the brand, with both accounts amassing tens of thousands of followers despite having few to no posts. Both accounts carry the tagline “Find your pleasing” and each follow just two accounts: Harry Styles and Harry Styles HQ.
In August, Styles was spotted wearing a black hoodie with the word “Pleasing” printed on it, which some believe may hint towards branded merchandise.
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