Known for his love of mismatched manicure and gender-fluid 'fits, boyband star turned fashion force Harry Styles has launched his own beauty line, Pleasing. True to the musician’s approach to beauty and fashion, Pleasing is gender-neutral, cruelty-free, and vegan.

Pleasing, according to their official website, will offer high-quality nail polish and skincare. Styles joins a growing list of male celebs launching nail products including Machine Gun Kelly, A$AP Rocky, and Lil Yachty. Inspired by pearls, his shade names for nail polishes are a nod to his well-worn pearl necklaces: Perfect Pearl, Inky Pearl, Granny’s Pink Pearls, and Pearly Tops. The brand plans to deliver joyful experiences and blur boundaries, to dispel the myth of a binary existence.

Pleasing refutes beauty industry habits towards hiding and covering up. Instead, Style’s main vocabulary for the brand is “illuminating” and “highlighting”, encouraging customers to be themselves. "I didn't want to make products to mask people, I wanted to highlight them and make them feel beautiful,” said Styles. “I don’t think being beautiful or feeling beautiful is about looking good. When people are happy and glowing, they’re radiating. And that’s what I think the products do, it’s about helping you feel beautiful.”