Harry Styles’ clothing and cosmetics brand Pleasing debuted a trio of scents in partnership with Selfridges on Monday. Customers had previously been teased with peel-off samples in e-commerce orders about the category expansion.
Renowned perfumer Jerôme Épinette, who has worked with Victoria Beckham and Byredo most recently, is responsible for the line’s scent. Robertet, a fragrance house, collaborated with Épinette to create it.
Pleasing, which is accessible at Selfridges’ pop-up The Corner Store, will offer new fragrances in addition to clothing, accessories, and nail care items. After that, the collection will be offered online, at Paris’s Dover Street Market, and through Pleasing’s pop-up shops in New York and Los Angeles. Soon, a permanent fixture will be available in all four of Selfridges’ UK locations.
Shaun Kearney on the brand launch
According to CEO Shaun Kearney, nail products currently form the “core foundation” of the company, but he also mentioned that fragrance may account for a “very high percentage” of sales in the future for the brand.
Chief Executive Officer Shaun Kearney states that nail products are currently the mainstay of the company. He did stress, though, that fragrance could account for a sizable percentage of the brand’s future earnings. Kearney cited the brand’s initial launch of Closeness, Rivulets, and Bright, Hot as examples of a purposeful decision to steer clear of the excessively complex scents that were popular in the market.
Retail activations and marketing campaigns will be used to promote the fragrance category; however, Styles himself will not be featured in any of the campaign images.
As Kearney noted, the goal was to let the product and its narrative speak for themselves because the Pleasing audience is already familiar with the brand thanks to Styles.
Kearney stated that her top priorities are fashion and beauty, but she would not discuss specifics about other new releases. He made hints about potential future experiences, alliances, and teamwork in a variety of industries.
Harry Styles’ brand and businesses
Styles launched her gender-neutral beauty line, Pleasing, in 2021. Her initial offering consisted of nail polishes, a daily face serum, and a dual-ended serum for the lips and eyes.
More clothing, skin, and body care items, and soon-to-be-released fragrances are now part of the line. There are multiple $100 and $150 kits that are sold out, and the products have a price range of $25 to $150. Styles has acted in advertisements for well-known companies like Apple and Gucci.
Styles danced to his song “Music for a Sushi Restaurant” in an advertisement for Apple AirPods from 2022 while donning the iconic Apple “silhouette” look.
Variety claims that Styles gave the International Rescue Committee, which at the time was aiding Ukrainian refugees seeking humanitarian assistance, his appearance fee from the Apple campaign.
In 2020, Styles made an investment in the brand-new entertainment venue Co-Op Live in Manchester. The American live entertainment and sports company Oak View Group is building a state-of-the-art, environmentally friendly venue, which is scheduled to open in April 2024.
Harry Styles’ music careers
As a member of the well-known British boy band One Direction, Styles became well-known. The band accomplished an amazing feat in 2012 when they released “Up All Night,” their debut album, and became the first British group to debut at No. 1 on Billboard’s Hot 200 albums chart.
As demonstrated by the fact that all four of One Direction’s albums debuted at the top of the Billboard 200, they have remarkably maintained their success. With a total revenue of $290 million, the band’s 2014 tour was the highest-grossing tour, according to Forbes.
Following the announcement of One Direction’s 2015 hiatus, Styles began a successful solo career. His self-titled album peaked at number one on the Billboard 200 chart when it was released in May 2017. “Harry’s House,” Styles’ second solo project, took home the Album of the Year trophy at the 2022 Grammy Awards.
“As It Was,” the album’s lead single, was incredibly popular and peaked at number one on the Billboard Hot 100 chart for an incredible 15 weeks.
