The handsome face of Gucci just filed a trademark for a business venture named ‘Pleased As Holdings Limited,’ where “Styles, Harry Edward” is listed as the “Director,” along with his longtime executive assistant Emma Spring.
His loyal fans on Twitter are speculating the company will be named “SHE,” for the initials of his listed name, which also happens to be the name of the eighth track off his 2019 sophomore album Fine Line. As clever and perfect as it sounds, some are pointing out that Styles often signs his filings this way. The trademark listing from May 25, 2021 is specified as “wholesale of perfume and cosmetics,” which allows him a large range to create anything from fragrance, makeup, skincare, or nail polish. As his lyrics from the song say, “I don’t know who she is,” but a beauty brand from Styles surely “lives in daydreams with me,” and his global network of stans. What could this man be up to?
The news broke when Twitter fan account @TheHarryNews discovered the trademark in the UK Company Directory. After tweeting the listing, fans noticed Styles’ occupation is listed as “record production,” so some believe this may just be related to upcoming merch (which would signal a new album on the way), though breaking into beauty would make a lot of sense for the “Treat People with Kindness” singer.
He’d be the newest addition to the celebrity beauty boom, where he’s known to playfully blur the lines of outdated gender rules in fashion and styling. He’s no stranger to male-polish, especially during his Fine Line album run, where he’s shown on many red carpets and performances wearing mis-matched, colorful fingertips, alongside his signature chunky “H” and “S” rings. It would be a fitting venture for the heartthrob, as he encourages the future of fluid dressing, where both young men and women would surely sell out a line of pink polishes inspired by his kitschy aesthetic.
He wouldn’t be the first male musician to launch nail polish, as rapper Lil Yachty just dropped his “nail paint line” in May called Crete. The brand is unisex, though Yachty created it in hopes of granting men an opportunity to express themselves without judgment, with the tagline “For You. Not Them.” Other musician style stars such as A$AP Rocky, Bad Bunny, and Lil Nas X are known to sport creative claws on the red carpet as well, though Styles tends to paint his in solid pastels.
Styles has also been around the block when it comes to fragrance, so perhaps he’s looking towards a unisex perfume market. In 2019 he starred in Alessandro Michele’s fragrance campaign for Mémoire d’une Odeur, the brand’s first “inclusive, genderless, and ageless” perfume. And let’s not forget the four massively successful One Direction perfumes he created in a past life.
And who knows, maybe he’s looking to create makeup too. Occasionally he’s seen in glitters and glosses for events and photoshoots, most memorably on the cover of Beauty Papers Magazine for their March 2020 “Revolution” Issue. He wears a full face of makeup, with his eyelids painted in a shimmery golden smoke, his cheeks bronzed and glowing, and his lips kissed with pink liner.
Similar to Fenty Beauty’s founder Rihanna, some fans are upset that Styles may be spending more time in the lab than the studio, but others are anticipating buying whatever he drops, as soon as he does.
Michele’s muse proves beauty can be explored by everyone, so why wouldn’t he create his own? We’ll have to keep an eye out for what colors he’s wearing on his fingertips — or if fan encounters report back about what he smells like — as he could be teasing his product right in front of us. END
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createdAt:Tue, 01 Jun 2021 15:35:49 +0000