Earlier this year rumours began to circulate on Twitter and Instagram that pop sensation Harry Styles had been secretly working on his own label. It had come to the attention of his eagle-eyed fans at the beginning of June that the Fine Line singer, under his full name Harry Edward Styles, and his executive assistant Emma Spring had filed a trademark for a company titled “Pleased As Holdings." The nature of this business was and still is listed on the government's website as the “wholesale of perfume and cosmetics."
Naturally, this got Styles' army of fans excited. Many Twitter users (us included) began to pre-empt what exactly would be on offer. A watermelon-scented fragrance, perhaps? Or “Golden”-hued nail varnish? Following those initial rumours Styles was spotted in “Pleasing”-branded hoodies and sweatshirts, which suggested that this was the name of his upcoming, yet-to-be-confirmed brand. Elsewhere Pleasing make-up had been used in a W Magazine cover shoot with his co-star Emma Corrin, adding fuel to the fire.
Well, now we've finally got a look at what's to come. This weekend Blue Tick-certified Pleasing Instagram and Tik Tok accounts surfaced (which follow Styles' own account), as well as an official Pleasing site. Alongside this, several Billboards sprung up across the globe in cities as far-reaching as NYC and London, which for the first time showed the Pleasing campaign images. These feature male and female models shot against an oceanic backdrop, suggesting that Pleasing has been pegged as a unisex brand.
As expected the first drop from Pleasing comprises a series of nail varnishes (perfect pearl and pearly tops-coloured) encased in sleek bottles, as well as lip and eye serums, infused with lingonberry and hyaluronic salt. Each product adheres to vegan and clean beauty principles, has been made without parabens and wasn't tested on animals.
It's hardly surprising that cosmetics are the subject of Styles' business venture. Not only does he join a string of musicians-turned-beauty moguls (Rihanna, Ariana Grande, Billie Eilish et al), but he's made cotton candy painted nails and a flick of eyeliner as much a part of his sexed-up signature look as he has Gucci's flared slacks and pussy-bow blouses.
Available to shop now at pleasing.com, with prices ranging between £16 and £50, don't expect the product to hang about.
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