Harry Styles just launched his first makeup line, and it’s about to be huge

Harry Styles has launched a gender-neutral makeup line, said to be first of its kind in the world.

Styles — known globally for his powerful and flamboyant stage presence — sold more than 100,000 copies of his new makeup collection, which he describes as “pure Harry Styles” in a press release.

From blush to blush-tinted lipsticks, eyeshadow and mascara, the line — which includes 35 products — embraces styling with boyish fun and sensitivity. Styles’s brand was previously known as Apple Inc.

“I wanted the makeup to feel like something I’d wear,” Styles told beauty industry trade publication Allure. “I don’t think there’s any point trying to look like someone else.

“And of course, it was important to me to present it in the sort of way you’re used to seeing from me.”

From the wax etchings on the packaging to the meticulous dyes and clever combining of materials, Styles’s line has a charm of its own. He said that he came up with ideas for each item, which ran on colored cups.

“I wanted to show a feeling that the objects themselves would reflect,” he said. “I always try to stay away from using colors in the same way, and the shadows in the same way, and the bows in the same way.”

Styles’s name and face are front and center in the collection. It’s not clear yet which of his girlfriend, Kendall Jenner, Gigi Hadid or Blake Lively has been given credit in the interviews.

Styles doesn’t come across in the advertisements, which appear to be the work of Instagram celebrity makeup artist Daniel Martin, who has access to the singer’s face when working on models. Martin has posted three photos of the campaign, which were tagged by Styles on his own Instagram account.

“When he saw the pictures, he was like, ‘Haha it’s all mine! All mine!'” Martin said.

These aren’t the first hints about the makeup line. In August, Styles teased on social media that his collection was “coming soon” and that all eyes would be on him.

Styles has his biggest yet success when he performs. On the music front, Styles has signed a new record deal with Capitol Records, the company behind Adele, One Direction and Taylor Swift.

In December, Styles had a duet with former One Direction bandmate Liam Payne on Payne’s solo single “Bedroom Floor.”

Some of the products in the makeup line, like the blush, seem a little too “Harry Styles.” But these are the things that remind fans of the teen idol.

His song “Sign of the Times” is set to be released on April 1, 2019 and he’s taking it on the road for a European tour starting April 11.

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