Styles has unveiled his beauty brand, called Pleasing. The range includes nail polish, eye and lip products and a facial serum, which doubles as a makeup primer. Prices range from $20 to $65 and will launch on Nov. 29, although the products will be available for pre-order on Monday.
A statement from the brand said that its formulations “adhere to vegan and clean principles,” while adding that sustainability was a priority.
“There is a really fun side of makeup where people play a character, but to me, ‘beauty’ is more and more about uncovering,” Styles wrote to WWD exclusively in an email. “The beauty industry is uniquely poised to be a leader in innovation and sustainability, which is extremely important and has to be a huge part of the conversation when talking about our future.”
“Pleasing is unique because we are nurturing and building the community that we are inspired and led by, collaborating with and supporting young creatives is at the heart of Pleasing,” Styles continued.
The brand will take a collection-based, drop-style approach to new products, which could take on myriad forms. The lineup will consist of “nail polish and skin care to anything else we find pleasing,” the brand said.
Its first drop, called Perfect Pearl, will include a double-edged serum pen for lip and eye; an illuminating face serum, and three nail polishes along with a matte top coat.
The nail polishes are free of toluene, formaldehyde, camphor, TPHP, phthalates, ethyl tosylamide, acetone, bisphenol A, xylene, fragrance, parabens and sulfates.
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