Harry Styles launches a gender-neutral beauty brand

(CNN) – Singer Harry Styles, known for his gender neutral dress and her love of nail polish launched her own beauty brand called “Pleasing.”

The star announced the line via Twitter and Instagram on Monday, posting a promotional image of himself with the legend “Find your Pleasing” (“Find what satisfies you”).

The vegan and cruelty-free beauty line currently consists of six products: four nail polishes, a double-roller lip and eye serum, and a facial serum. With prices ranging from $ 20 to $ 75, the products are available for pre-order online and will ship in late November, depending on the brand new website Of the brand.

“When we decided that Pleasing would make beauty products, I wanted to make sure they were something that I would use,” Styles said in a press release. “I didn’t want to make products to mask people, I wanted to make them stand out and make them feel beautiful.”

The brand launches with four nail polishes. Credit: Pleasing

True to the star’s gender-neutral approach to fashion and beauty, Pleasing’s campaign models include both men and women. A press release says the brand celebrates “the multitude of unique identities in our community.”

Pleasing also said the line was inspired by pearls, which Styles wears frequently, calling it an “ode to beauty found in a simple shell.”

Styles, known for his fondness for uneven manicures, joins a growing list of male celebrities who have launched nail products in recent years, including A $ AP Rocky, Machine Gun Kelly, and Lil Yachty. Pleasing enamels come in four different shades and have pearl-inspired names: a white shade called Perfect Pearl, a pale pink called Granny’s Pearls, a navy shimmer black enamel called Inky Pearl, and a topcoat transparent nicknamed Pearly Tops.

In addition to nail products, the line also includes a two-in-one eye and lip serum called the Pleasing Pen. One end contains an eye gel made from ingredients like cranberry and okra, while the other contains a marshmallow-flavored lip treatment.

The latest product is a pearlescent illuminating serum, which has moisturizing properties and can be used as a makeup base, according to the brand’s website. In keeping with the aesthetics of the collection, it is presented in a rectangular bottle filled with white pearl-like capsules.

Styles says the product is “inspired by Japanese female divers collecting pearls … no gear, just a net.”

The Pearlescent Illuminating Serum, inspired by Japanese pearl divers. Credit: Pleasing

“Her skin looks so fresh, glowing in the sun, and I wanted a product that would give that feeling … like you just came from the frozen ocean,” she continued.

Speaking to the magazine Dazed Upon launch, Styles said that he had worked on the line during the covid-19 pandemic and revealed that there are more products to come.