With each passing month, another new brand of sweetness comes in, created by a Hollywood celebrity. There seems to be an endless parade created by make-up or skincare brands, where celebrities have never talked about their love of cuteness before. And this time Scarlett Johansson joins the ranks.
Johansson joins a rather long list of stars with cosmetic brands. Rihanna, Jessica Alba, Gwyneth Paltrow, and Jennifer Lopez actually have their own lines of cuteness that tend to emphasize pure content, simplicity, accessibility, and inclusivity. But the crowded market doesn’t stop Johansson from entering the skincare space. Johansson joins the list of famous beauty brand founders with a pure skin care brand based on personal experiences.
The artist, who was nominated for two Oscars last June, announced that he would enter the sweets market with his own line. On Tuesday, the 37-year-old actress launched an Instagram account and website that offers a glimpse of her brand, The Outset. The beauty brand’s Instagram account tells its viewers why Johansson decided to enter the branch. “I’ve been the face of many luxury brands throughout my career and the whole experience was truly amazing,” he wrote. “I think I always felt like I was playing a character in these campaigns and wanted to create and represent a brand that suited me as it developed.”
Johansson spoke about the exciting announcement and briefly explained what was in the works. “I created this brand to elevate clean, essential skincare,” she said. “This will be a brand for anyone who wants their skin to look in optimal shape with the least amount of effort.”
Johansson was previously the face of L’Oréal Paris and Dolce & Gabbana’s “The One” perfume collection; so far from being new to the sweets industry. But this time, Johansson is getting ready to serve as the co-founder and leader of a brand, rather than being an ambassador for a brand.
“A few years ago I took a step back from my pleasantries deals with the goal of creating something real for me,” he said in the press release. Initially, the announcement stated that the company would operate the brand independently to ensure that it could keep a close eye on every aspect of it. But he has since announced his role as co-founder with Kate Foster.
Johansson will head the new company and co-founder Kate Foster will be CEO. Foster was previously the founder and CEO of SwearBy, a digital site focused on word of mouth offerings. According to an exclusive press release, the brand is backed by the Najafi Companies, which is also behind Tracee Ellis Ross’ Pattern Beauty.
What artifacts are in The Outset?
Johansson’s preview of The Outset uses the hashtag #TheStartOfYou to propose a series of works focused on eco-friendly and plant-based ingredients.
At this time, not much is known about the new venture, including where it can be purchased or what works will be included in the collection. But what we do know is that the range of works is built on Johansson’s personal experience with acne, dryness, and “the general ailments that come with long hours in the makeup chair and in front of the camera.” We’ll have to wait and see how it will differ from its competitors.
When will it be out?
It will be released on March 1, 2022, possibly on The Outset’s website. Whatever the version, we can’t wait to see what happens next.
While The Outset is an important business venture, Johansson’s husband, Saturday Night Live star Colin Jost, couldn’t help but joke in the comments of his new Instagram account: “Is this the best way to contact you?” Jost requested a portrait of Johansson. I’m starting a precedent brand called “Part of a Face” and I would love to use this photo. Thanks.”
Recently, things have started to take a surprising turn for Johansson in front of the camera. He became one of David Yurman’s first celebrity ambassadors and will soon carry Marvel into his past by starring in the first Wes Anderson movie.