Harry Styles‘s newly launched beauty brand, Pleasing, is hardly one day old and already generating hot takes aplenty.

In case you somehow missed the news: the former One Direction frontman officially unveiled his very own cosmetics imprint, rumors of which began circulating earlier this year after fans uncovered a trademark for “Pleased As Holdings Limited,” filed by Styles and his assistant, Emma Spring.

https://www.instagram.com/p/CWThLQJP1Lc/

The line launched for pre-order with a series of pearlescent nail polishes and two skincare products: a serum and a de-puffing under-eye roller.

Naturally, Styles’s enthusiastic fanbase is thrilled. Comments on Pleasing’s Instagram — specifically, a post officially sanctioning Styles as the brand’s founder — are nothing short of effusive: “EVERYONE SCREAMED,” one top comment reads.

https://www.instagram.com/p/CWThBG0vHnN/

On Twitter and YouTube, those quick enough to snag product at Pleasing’s Los Angeles pop-up have been sharing first reviews of the range.

“I think the white is my least favorite; it’s pretty streaky,” one YouTuber confessed of “Perfect Pearl,” adding that her favorite shade of the bunch is “Inky Pearl” finished with a coat of “Pearly Tops.”

Others are taking to TikTok with opinions on the brand.

A cosmetic chemist named Javon Ford pointed out that Pleasing’s serum comes in a half-ounce bottle (most serums are sold by the ounce), priced at $35. “Nothing in the formula is really special enough to justify the price point…definitely not worth $70 for one ounce,” he said.

@javonford16

Reply to @beeyawnquoi #cosmeticchemist #skincare #harrystyles

♬ original sound – Javon Ford

Another user humorously raised issue with Pleasing’s $65 nail polish set, a pain point some of Styles’s younger fans have posted about on social media.

@dandrewilcoxhs

Uhh HareBare … wtf is this #pleasing

♬ original sound – dretastic

Highsnobiety has reached out to Pleasing for a test drive of the products, so you’ll have to watch this space for our definitive review of the line.

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