Harry Styles’ unisex beauty brand Pleasing – all you need to know about the venture singer hopes will be a new Goop
- Pleasing has started out with a small product line and big dreams – the singer envisions it being a platform to share ideas, like Gwyneth Paltrow’s Goop
- The former One Direction singer’s foray into wellness is well-timed – analysts predict the men’s personal care industry will hit US$166 billion in 2022
Harry Styles is the latest celebrity to enter the US$1.5 trillion wellness industry.
The former One Direction singer told Dazed magazine he’s launching Pleasing, a beauty brand that Styles hopes to expand into a “platform” to share ideas.
The line will start with a small product offering of nail polish and lip oil – as well as an eye serum infused with a peculiar combination of okra, marshmallow and lingonberry.
Styles told Dazed he is keeping Pleasing open-ended and planning to experiment with different products and concepts in time.
“Do I have any idea where Pleasing will be in five years? No,” Styles said. “Obviously I have an idea of what I would like us to be aiming at, but honestly, I don’t know. That’s what makes it exciting to me.”
Goop began as a Paltrow’s nutritional newsletter for sharing recipes in 2008, and grew into a popular – albeit controversial – advice column and retailer for skincare and wellness products and supplements.
Pleasing’s products are marketed to be gender-neutral, but Styles follows a recent trend of men entering the beauty and wellness space. Perhaps most notably, baseball star turned Shark Tank investor Alex Rodriguez recently launched a men’s concealer line.
Analysts at Allied Market Research predict the men’s personal care industry will hit US$166 billion in 2022. Sales in male’s skincare increased 4.5 per cent in 2021, partly driven by the “Zoom boom” that saw beauty and plastic surgery spending grow as more people spend time looking at themselves during team meetings.
The CEO of Frederick Benjamin, a company that specialises in grooming products for men, previously said that “the beauty industry didn’t see the opportunity with men for a long time, partly because men were basically fine with soap and water. But men are more in tune with their appearance now, and the indie brands see the opportunity.”
