With Lady Gaga, Pharell Williams, and Selena Gomez all in on the act, the marker of success in 2021 is not a star on Hollywood Boulevard, it’s the launch of a magnificence line. Belief Harry Styles to blow the relaxation out of the water.
Yesterday, the boyband star turned cultural and magnificence juggernaut introduced the launch of Pleasing – described as a “life model”. Styles’s first enterprise enterprise consists of a vary of nail polishes, an illuminating primer serum, and a dual-purpose eye and lip oil.
With the tagline “Discover your pleasing”, the mission of this enterprise is to “convey joyful experiences and merchandise that excite the senses and blur the boundaries”. Styles introduced that he hoped to “dispel the myth of a binary existence”.
Pleasing is at odds with outmoded magnificence trade concepts about masking and concealment. As an alternative, “illuminating” and “highlighting” are the buzz phrases for Styles. There is a sense that this model is about celebrating what is already there and inspiring clients to be themselves.
Undoubtedly, the thought of this magnificence line is to function an extension of Styles’s distinctive and much-revered aesthetic. His signature look spans the whole lot from floral fits to feather boas and is the end result of a long-running collaboration with British stylist Harry Lambert.
The brand new enterprise, which got here as a nice shock to followers, despatched social media into overdrive when it was introduced, together with an interview and canopy shoot with Dazed. A shot of Styles by photographer Rafael Pavarotti, styled by editor-in-chief Ib Kamara, options on the entrance of the December difficulty. The picture, which reveals the singer straddling a classic bike whereas sporting lilac flares and singlet vest (slashed to reveal his torso) attracted more than 5m likes on Instagram in 24 hours.
Stylers (as Styles’s followers are affectionately recognized) could have to wait till 29 November to get their fingers on the assortment however can pre-order now. Costs begin at £16 for Pearly Tops, a clear nail polish to give a “barely there” impact or painted over different colors, and £50 for the Perfect Polish Set, which comes with alphabet stickers.
Whereas skincare additionally options in the assortment – the Pearlescent Illuminating Serum and the Pleasing Pen may also be out there – nails are an evident focus for Styles, whose playful use of polish has develop into one thing of a model calling card.
“It’s beginning with nail polish as a result of that was sort of the start of what it was for,” Styles tells Dazed. “Me seeing a color on a flower or a wallpaper or one thing and pondering, ‘Oh, I wanna put that on my nails.’”
Pleasing is Styles’s model of sourdough. He credit the pandemic for its inception. “It was a enjoyable little undertaking, however throughout the pandemic, it felt prefer it was a lot greater than nail polish,” he says. “I actually assume that the essence of Pleasing is discovering these little moments of pleasure and exhibiting them to folks.”
If Styles plans to leap from musician to mogul, Pleasing is a wonderful place to begin. Nevertheless, he is adamant that his enterprise is greater than a celeb endorsement. “I don’t assume that placing somebody’s face on one thing sells a unhealthy product,” Styles says in the interview.
Undoubtedly, there is severe worth in magnificence now. In July, the international magnificence trade was valued at $511bn, with celeb manufacturers taking an more and more important share of the market. Fenty Beauty, the product line Rihanna launched in 2017, is now price $2.8bn. Girl Gaga’s Haus Labs is reported to be the third most profitable celeb magnificence line in the world.