Harry Styles has once again captivated the fashion and beauty world. His Pleasing brand, known for its innovative approach to the beauty industry, is making waves with its latest venture into fragrance. The launch of this new line is a strategic exploration into the olfactory universe, as described by Shaun Kearney, Pleasing’s Chief Executive.
Pleasing first came to prominence in November 2021 with its unique nail polishes and skincare products. The brand’s foray into color cosmetics and apparel further cemented its position as a trendsetter. Now, the launch of three enchanting fragrances – “Closeness,” “Rivulets,” and “Bright, Hot” – marks a new chapter in its journey.
Created in collaboration with renowned natural fragrance house Robertet, the fragrances resonate with Pleasing’s ethos of simplicity and emotional storytelling. Kearney highlights the brand’s move away from the complex scents that dominate the market, opting instead for a more straightforward approach that still captures a rich sensory experience.
Pleasing’s move is in line with a growing trend of celebrity-founded brands venturing into fragrance. Notable examples include Troye Sivan’s Tsu Lange Yor and Millie Bobby Brown’s Florence By Mills, both of which launched their own fragrance lines this year. Pleasing’s fragrances, however, stand out for their connection to Styles’ distinctive aesthetic and the brand’s narrative-driven approach.
The fragrances were first introduced to customers through innovative peel-off samples in e-commerce orders, creating buzz ahead of the official launch. The fragrances are available in Selfridges’ The Corner Store pop-up space, alongside apparel, accessories and nail care products, and will also be sold online and in various pop-up stores around the world.
While nail products remain the core of Pleasing, Kearney hints that fragrance will become a significant part of the brand’s revenue. This expansion reflects the dynamic nature of the brand and its commitment to exploring new territories in beauty and fashion.
Kearney’s vision for Pleasing is not limited to fragrance and fashion; the brand will delve into various experiences, partnerships and collaborations. The launch of these fragrances is just a glimpse into the multifaceted world of Pleasing, a world where simplicity and storytelling come together to create an immersive and enchanting experience.
© Photos: Pleasing