(Updated November 19, 2021) The newest member of the celebrity beauty club is singer, songwriter, actor, and former One Direction-er Harry Styles.
Styles’ new line, called Pleasing, launched last week and features a number of pearlescent products. Firstly, there’s the 12-free, plant-based Perfect Pearl Polish, complete with compostable packaging and a brush made from castor bean. There’s also a moisturizing Pearlescent Illuminating Serum and a double-ended Pleasing Pen. The latter is multipurpose, one end features a hydrating eye gel and the other a soothing lip treatment.
While rumors have been swirling about Pleasing for some time, Styles himself was yet to comment until last week’s launch. He told Dazed that this initial drop is just the start of the “Pleasing universe.”
“It’s starting with nail polish, because that was kind of the birth of what it was for,” he explained. “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.”
The brand uses ethically-sourced, environmentally-friendly ingredients across the collection and has also partnered with non-profit Nest. The organization supports craftspeople and handworkers around the world to create a more gender-equal and economically-inclusive craft industry.
“We totally understand that we are putting more products into the world, so if we’re gonna do that, then we have to do it the right way,” added Styles. “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.”
The celebrity beauty world is booming
The news of Pleasing follows several celebrity beauty brand launches this year, many of them vegan and cruelty-free. Just last week, Ariana Grande launched the first drop of her line r.e.m. beauty, which offers plumping lip glosses, highlighters, faux-mink lashes, and more.
In an interview with Elle, the pop star acknowledged that the beauty world is getting crowded with celebrities. She said: “I was nervous about [starting r.e.m.] because I don’t ever want to just jump into something that is popular. It has to feel super intentional and super fueled by passion. It has to feel super authentic to me.”
Hailey Bieber also announced her new beauty brand Rhode in September, which has been in the works for two years, and she claims will offer affordable, quality products.
Other celebrities with beauty lines include Selena Gomez, Vanessa Hudgens, Madison Beer, Ellen DeGeneres, Kylie Jenner, Toni Braxton, Naomi Osaka, and Rihanna.