Pop sensation Harry Styles is making waves in Austin, not with his chart-topping hits but with a new venture into beauty and lifestyle: the Pleasing Saloon is now open for business. Nestled in the hustle and bustle of South Congress, the pop-up shop is a western wonderland ready to welcome fans and beauty aficionados through May 19, as per KXAN.

This isn't just a first for Austin, seeing as how the Grammy-winning artist's Texas fanbase has been yearning for a tactile Pleasing experience since the brand's inception in 2021, but Pleasing's move into a lesser-traveled market compared to former locales like NY and LA signals a new strategic approach looking to shake up the retail scene, this according to a statement obtained by Austin Culturemap.

The shop at South Congress Hotel features limited-edition merchandise from head to toe including apparel, accessories, themed gifts, and a nail salon service; but it's not just about what you can take home—visitors can immerse themselves in a multisensory setting that includes horse-print wallpapers, saloon doors, a throwback western porch, and an array of vibrant colors to complete the experience.

Exclusive to the pop-up's opening weekend, Pleasing is rolling out two "Big Lip" Moisture Balms—Vanilla Fig and Peppermint Honey—offered until April 29, and for those who can't make it to the physical store, these balms will be available online the very next day, a sharp business strategy by Styles to ensure his brand's reach extends beyond the in-person buzz and into the virtual realm without skipping a beat, carrying the momentum of his six-night Austin concert stint at the Moody Center from the previous year.

The Pleasing Saloon at 1603 South Congress Ave., Suite F welcomes visitors every day, from 10 a.m. to 7 p.m. Sunday through Thursday, and 10 a.m. to 8 p.m. on Friday and Saturday to graze the selection including bandanas, tees, and even a tote featuring a horse hoof getting gussied up with Pleasing nail polish—cheeky, on-brand touches for Styles' aesthetic. For fans not in the Austin area, the full Pleasing line-up will become available online starting May 13, confirmed by Austin Culturemap.

More details and updates on the venture can be found on the brand's official website, inviting followers to “Keep Austin Pleasing,” a nod to the city’s own vibrant and uniquely creative spirit that Styles’ brand mirrors in its offering and experience.