Harry Styles’ Pleasing is using the power of in-person activations to drive up anticipation for its fifth fragrance launch as it continues to build its perfume empire.
The British singer’s genderless lifestyle brand is showcasing new modern citrus scent Happy Accident via a three-day immersive train carriage experience in London, UK.
The Pleasing Express pop-up is presented in collaboration with beauty retailer Space NK, where the fragrance will be exclusively available to buy.
The activation aligns with the brand’s wider business strategy of investing in more localised experiential pop-ups to accelerate its reach and boost growth.
“Team Pleasing is thrilled to launch in Space NK stores across the UK,” read an Instagram post from Pleasing.
“To celebrate, we are debuting our fifth fragrance Happy Accident – available at Space NK for a limited time.
“Be the first to experience our modern citrus scent for all, take a rise in the Happy Accident train carriage, pick up some candy floss and delight in a number of special surprises.”
Pleasing's new Happy Accident fragrance is available exclusively at Space NK
Situated in London shopping destination Covent Garden, visitors can sample Happy Accident for the first time and access exclusive apparel.
Happy Accident has top notes of Spanish blood orange and Italian tangerine, layered with Nigerian ginger.
The scent’s heart notes comprise fresh citrus blooms – ruby orange and clementine blossom – balanced by French clary sage and upcycled elemodor.
Its dry notes include Haitian vetiver, moss and amber.
Guests will also receive an exclusive Space NK X Pleasing tote bag and a Pleasing nail polish with any purchase at the pop-up more than £135.
Pleasing, known for its cosmetics and apparel collections, unveiled its highly-anticipated fragrance collection in November 2023.
The trio of genderless scents – Closeness, Rivulets and Bright, Hot – were said to be “connected by an exploration of warmth”, read a company statement.
The brand’s fourth fragrance, vanilla-led Welcome Dreams, was released in February 2025.
The Pleasing Express pop-up at Covent Garden Piazza, London, is open from 16 May to 18 May.
Visitors can access it 11am to 7pm on both the 16 May and 17 May, and 11am to 6pm on 18 May.
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