Everything you need to know about Pleasing, Harry Styles' new non-binary beauty brand

If you can name a celebrity ,or five who doesn't have their own beauty brand yet, just give them some time to catch up. The latest celeb to enter the beauty market: none other thanHarry Styles.

The 27-year-old announced his very own brand called Pleasing earlier this week, and it will drop to the thirsty masses on Nov. 29, just in time for the holidays.

The tagline is “Find your Pleasing,” and its mission is “to bring joyful experiences and products that excite the senses and blur the boundaries.” Of course!

Now there is one key difference: Styles' brand is being billed as non-binary, and was inspired by his own beauty routine. In a press release, the musician said, "When we decided Pleasing would make beauty products I wanted to be sure they were something I would use. I didn't want to make products to mask people, I wanted to highlight them and make them feel beautiful."

The line's first drop is called Perfect Pearl and includes a pearly white polish, a pearly matte topcoat, a set of four polishes, and two skincare products, including The Pleasing Pen, which is a dual-ended eye gel and demi-matte lip serum, and The Pearlescent Illuminating Serum.

They all range from $25 to $90 CAD, and are available for pre-order now. If this is, yet again, feeling like one too many beauty lines to choose from, don't fret, says Styles. In a new cover profile for Dazed, he explained, “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."

In other words, Pleasing was made with “the lightest possible footprint in mind,” and that means with the use of post-consumer plastics and compostable paper printed with bio-sourced inks.

An undoubtable style icon, it does feel like a natural step for Styles, who has made a name for himself in fashion by breaking gender boundaries. Speaking to Dazed, he shares that the line was an idea he'd had for some time.

“It’s starting with nail polish, because that was kind of the birth of what it was for,” Styles says. “Me seeing a colour on a flower or a wallpaper or something and thinking, ‘Oh, I wanna put that on my nails.’ 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. I’ve always found that the moments in my life which have brought me the most joy are the small ones, whether it be, you know, the end of the night under the stars or a bite of food, or sitting with your friends thinking, ‘Oh, I’m never gonna forget this.’ It’s always those moments that I find have the longest-lasting effect on me, in terms of sparking something wonderful in me. I really think that the essence of Pleasing is finding those little moments of joy and showing them to people.”

It also sounds a lot like Pleasing could grow to be much more than beauty and skincare. His hope, he says, is to build a platform for "creativity and empathy."

“I think we have an opportunity to make something really cool, a company that operates in a completely different way,” he says. “I think the true DNA of Pleasing is about working with talented people who might not necessarily have the light shone on them, and collaborating... As humans, we are always changing, we’re always learning new stuff and I don’t know why a company can’t operate from that same kind of standpoint.”

Olivia Wilde, Styles' girlfriend and Don't Worry Darling director, is a fan, by the way. She shared a clip of the brand's promo on her Instagram earlier this week, writing, "I find this very pleasing."

Same.

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