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via Twitter (@ZakMaoui) / (@RakeLoVeU)

Harry Styles wants to please you

As details of the musician’s new beauty line emerge, posters have been plastered across billboards in London

Doja Cat, Ariana Grande, Billie Eilish, Jennifer Aniston, Jennifer Lopez, every single Kardashian, Selena Gomez, Halsey, Pharrell, Naomi Osaka, Alicia Keys, and, now, Harry Styles make up a shortlist of celebrities who have recently ventured into the beauty business. While rumours around Styles’ line have been bubbling for a while, the musician appeared to launch Pleasing yesterday, uploading a trifecta of black and white, beachy campaign shots to an official Instagram account.

With Styles currently on the final leg of his Love on Tour, cryptic billboard posters were plastered around London’s busiest hotspots this weekend, while swag boxes started to appear on the pages of Instagram influencers. Of course, nothing has – technically – been confirmed by Styles and details remain pretty scant, but in terms of its product offering, Pleasing appears to have kicked off with four nail polishes, an illuminating serum, and a double-pronged lip oil-cum-eye gel pen. Predictably, everything that was up for pre-order has now sold out, though more products are said to be made available on November 29. 

Back in May, US Weekly found paperwork which seemed to have Styles listed as director of Pleased As Holdings Limited – along with Emma Spring, his longtime executive assistant. Then, in August, the singer was spotted wearing a black hoody with “Pleasing” emblazoned across its front. And now, in an Instagram story uploaded this morning by beauty journalist Chloe Burcham, a PR postcard reads, “founded by Harry Styles in 2021, our mission is to bring joyful experiences and products that excite the senses and blur the boundaries. From nail polish to skin care to anything else we find Pleasing, we take inspiration from the way nature adorns itself and the multitudes of unique identities in our community. We believe by exploring the contradictions around and within us we dispel the myth of a binary existence” – so far, so Harry Styles.