Harry Styles is adding pleasure to his beauty brand Pleasing.

Announced on Thursday, Pleasing is making its inaugural move into the sexual wellness space, launching two new products, the Pleasing double-sided vibrator and the Pleasing lube, priced at $68 and $25, respectively, under a subsidiary line called Pleasing Yourself. In addition, the brand, which was founded in 2021, will be collaborating with Planned Parenthood Federation of America to release a series of educational videos about sexual health as well as special-edition condoms with the tag line, “I’m for Planned Parenthood.”

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“The idea of Pleasing Yourself is at the heart of the Pleasing brand and a part of our ethos from the very beginning. When we launched, our community immediately engaged with the joy our products brought, from packaging to experience. This next step in the Pleasing world felt like such a natural progression, especially as something our community has been asking for from the get-go,” said Harry Lambert, creative director of Pleasing, in the Thursday press release.

The instructions for both products were PPFA-approved to ensure clarity, accuracy and transparency for all customers. The silicone lube is also FDA-approved. Meanwhile, the vibrator was developed with the help of Zoë Ligon, sex educator and author of “Carnal Knowledge: Sex Education You Didn’t Get in School.” In the press release, Ligon said: “Partnering with Pleasing felt like such a natural fit. Their commitment to inclusivity, thoughtful design, and sharing joy aligns so deeply with everything I believe in. I love that they already understand that things don’t exist in binaries, especially when it comes to sexuality.”

According to the brand, Pleasing Yourself is meant to be a healthy mode for physical and emotional exploration, but it’s also supposed to stimulate conversations about sexual fluency, inclusiveness, self-expression and awareness in the context of contemporary culture. In other words, the products weren’t made to be overly provocative, clinical or prescription tools. They’re made to offer joyful, unapologetic and empowering experiences that simultaneously destigmatize taboo impressions of intimacy.

“Both Planned Parenthood and Pleasing share a vision of a world where everyone can make informed decisions about their reproductive health and access the care they deserve,” said Caren Spruch, Planned Parenthood’s national director of arts and entertainment, in the press release. “In this critical moment, as millions face the loss of these fundamental rights, this campaign will play a crucial role in empowering individuals with the knowledge to protect their bodies and their futures.”

To promote this expansion, Pleasing will be opening its very own Pleasure Shop, a three-day, immersive pop-up in New York City for customers to be transported into a reality that knows no judgement or shame. The store will be open from Friday through Sunday. Pleasing Yourself will officially launch on Friday online at Pleasing.com.

At the time of Pleasing’s initial launch four years ago — when the company released with nail polish, eye and lip products and a facial serum — Styles wrote to WWD detailing how the brand brings his definition of beauty to life. “There is a really fun side of makeup where people play a character, but to me, ‘beauty’ is more and more about uncovering. The beauty industry is uniquely poised to be a leader in innovation and sustainability, which is extremely important and has to be a huge part of the conversation when talking about our future,” he said in an emailed statement.

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Launch Gallery: Harry Styles’ Most Fashionable Moments: See the Photos

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