Harry Styles’ Pleasing has opened two US-based holiday activations as it continues to ramp up its physical retail strategy this year.
The singer’s gender-neutral beauty and fashion brand promises an atmosphere where “mischief meets merriment” at its Christmas pop-ups in New York City and Los Angeles.
Three holiday shop exclusives are on offer – including new scent Welcome Dreams – as well as Pleasing’s core apparel, beauty and fragrance ranges.
“Meeting our community where they are has been a joy, and we are thrilled to close out the year with openings in New York City and Los Angeles – bringing the Pleasing experience to both coasts and welcoming visitors from around the globe,” said Pleasing CEO Shaun Kearney.
“Our goal remains to create joyful, welcoming, experience-first spaces that invite discovery and deepen the connection to the Pleasing brand and products.
“These spaces also honour the rich, creative world and feeling our founder has built through his music.
“Retail continues to be a vital growth opportunity for Pleasing as we see the immense value our community places on in-person experiences.”
Pleasing has been investing heavily in localised US-based experiential pop-ups to accelerate the company’s reach.
This year, it has held activations in Austin, Texas; Chicago, Illinois; Houston, Texas; and Orlando, Florida, with each delivering performative success.
Pleasing's cowboy-themed pop-up in Austin, for example, delivered more than 100 transactions per hour during launch weekend, with 2,000 people waiting in line to enter.
In 2025, the brand will explore “longer-term retail models in the US and trial international pop-ups,” said Kearney, “reflecting Pleasing’s continued growth.”
Inside Pleasing's New York festive pop-up
What to expect from Pleasing’s 2024 holiday pop-ups?
Visitors can buy Pleasing’s new vanilla-led gourmand scent Welcome Dreams, which is inspired by the “faintly dazed moment right before sleep takes hold”.
Top notes are Indonesian clove buds and caramel; middle notes Jasmine petals and agarwood essential oil; complemented by dry notes of Indonesian patchouli fraction, Madagascar vanilla absolute and black amber.
Pleasing’s Holiday Collection will also be available, which features a nod to “retro nostalgia”.
The brand’s signature clothing has been re-imagined in “unexpected” shades in this 22-piece apparel and accessories range.
For example, Pleasing’s logo hoodies have launched in three new hues – Dusty Pink, Mint and Baby Blue.
The collection also comprises Slouchy Socks, the Beanie, Extra Huge Scarf, and two Caps available in Baby Blue and Mint.
Pleasing pop-up visitors can also get their hands on the Bejeweled Beasts collection, which spans beauty, apparel and accessories.
The range is said to be “a joyful blend of the beastly and the beautiful,” said a statement from the brand.
Pleasing’s holiday pop-up in New York is situated at 140 Wooster Street, while its Los Angeles activation is on 1222 Abbot Kinney Boulevard.
Pleasing is not the only beauty brand going big with a festive pop-up.
Jo Malone London has promised theatre level “razzle-dazzle” at its activation, while Diptyque’s pop-up is delivering a “quirky pop aesthetic”.
Lead image credit: Instagram/Pleasing