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elcome to Scarlett Johansson Fan , your online resource dedicated to the two time Oscar Nominated actress Scarlett Johansson. You may know Scarlett from her Oscar nominated roles in Jojo Rabbit, Marriage Story and her 11 years as Natasha Romanoff / Black Widow in the Marvel Cinematic Universe and her own movie Black Widow. It is our aim to bring you all the latest news, photos, information and much more on Scarlett's career. We hope you enjoy your stay, and make sure to return!

Spotlight on The Outset
The Outset is a minimalist skincare brand that provides exceptional products for everyone, doing away with unnecessary ingredients and harmful stereotypes. With an approach to skincare that is mindful and minimalist, Scarlett says she wants The Outset to be "universal, approachable, and as reliable as your favorite white tee — a classic staple"
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newbeauty – Scarlett Johansson has been named the highest-paid actress in the world multiple times and has found herself listed as one of Time’s Most Influential People, and now she’s making a new name for herself as the co-founder of skin-care brand The Outset. Yes, another celebrity skin-care line, but something about this one is refreshingly more accessible, approachable and affordable, making it a clear stand out. Johansson had the benefit of partnering with co-founder Kate Foster Lengyel who has in-depth knowledge and experience in the industry. Together the pair created a skin-care line that’s as laid back as the award-winning actress was as we sat discussing what we were watching on Netflix ahead of the interview.

While sitting around a large, chic table in her office, which she says was originally in her home, we dove into the heart of the brand. It seemed nothing was off limits with her. The newest launch from the brand is the Exfoliating Caffeine Micro Polish ($34). Johansson says it feels like getting a facial in under a minute. The idea of the skin-care line not being “glamorous” but rather targeted for those who want to get in and out of the bathroom while still maintaining healthy, beautiful skin felt fresh. They lovingly referred to it as “the white tee of skin care,” easy and universally flattering.

Do your friends love The Outset?
Scarlett: “Yes, of course. All my friends have tried it. I made it for them anyway. I was saying to Kate, it’s really interesting, but my friends that have a male partner they’re all like, ‘My husband’s skin is amazing.’ I was like, ‘We’re saving relationships and having tons of sex now.’ That has been really surprising. We have a lot of male fans, 30 percent of our customers from our online store are male. We had intended to make this for everybody, and it’s actually fitting, so that’s been really cool. Everybody loves it. Half of my friends and family live overseas. So now it’s the challenge of when are we getting over there? Because I just have to ship it out to them secretly, but you know, that’s hopefully our next step. How do I get out to my UK friends and family?”

Kate: “We’ve been ‘actually-ed’ a lot. You know, where they’re like, ‘actually, it’s amazing.’ When you have friends, and you say, ‘Oh, I’m going to do this.’ They’re like, ‘Oh, God, I hope I like it because I have to see this person and say it’s great.’ I have friends who tried the line, and they’re like, ‘It’s actually amazing.’ It’s been a really gratifying experience for people to discover the products in the middle of a very saturated market and a crowded space and then be like, ‘Wow.’”

Scarlett: “It’s interesting because it’s a crowded space, but people are still looking for products. I have a set of girlfriends, and they’re all very into fashion and beauty, and they’re artists, and they’re creative. They have their own different brands and stuff they love, but they’re still looking for like a great cleanser or eye cream. Yes, it is a very saturated market, but there are people that are looking for their hero product.”

Kate: “And that was our aim to deliver. De-stressing the whole experience, I think, is kind of one of the key benefits.”

Earlier, you mentioned that you’re not trying to make skin look like a ‘glazed doughnut.‘ Now we’re discussing the saturation of the market. There are all these other celebrity skin-care brands. What sets The Outset apart?
Scarlett: “Going into it, we knew it’s a very crowded space, so that was something that we were hyper-aware of. I think, in a way, it was almost like an opportunity for us because the line is so pared back. It’s not about ‘Oh, can you attain my look?’ This is just about healthy skin.”

Kate: “You’re a pretty straight shooter. It’s no gimmicks, no BS, just great products, great quality, great skin.”

Scarlett: “I was like, ‘I know this whole shiny skin thing is in, but I’m too old.’ I’m at an age that if I do that, I’ll look like I got a laser peel or a procedure, and people will just be like, ‘Why so shiny?’”

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refinery29 – When I met Scarlett Johansson at The Outset HQ in Manhattan’s Flatiron district, she exuded cool boss vibes, power-walking from a conference room to a rustic leather couch in the entryway. She sported a freshly-chopped haircut styled with a subtle wave, which she tells me is a byproduct of wearing sunglasses on her head while her hair dried — the epitome of effortless.
Leaning into the leather-backed cushion, Johansson and I chat about The Outset, the skincare startup Johansson co-created with beauty veteran Kate Foster Lengyel. Ahead, we get into why she started brand, everything she uses on her skin, and my personal favorite topic: accessories (including the story behind her Irish finger tattoo.)

Refinery29: The obvious question: You’ve been a working actor, and also a producer, for so long — what made you want to move from the film industry into beauty?
Scarlett Johansson: I’ve always been interested in skincare. When I talk to friends, they’re like, ‘Of course you’re doing skincare.’ Because I had problem skin, it’s something I’ve been conscious of forever. When I was in my late 20s and after having my daughter, everything kind of narrowed, and I started thinking about how I wanted to spend my time because I have less of it. I thought, what would be fulfilling to me? The idea of having a startup and learning a new industry seemed like an exciting prospect.

R29: How was your skin problematic?
SJ: When I was adolescent, there were a couple of brands that I was using; Clinique was a big deal. When I started getting acne, I tried Proactiv and those skin-care systems with so many actives stripping my skin. It wasn’t until I started using a gentle routine — like, micellar water and gentle moisturizer — that my skin rebalanced and it was the best version of itself.

R29: What does your skin-care routine look like today?
SJ: I use the Gentle Micellar Water anytime I wash my face. I used to use a drugstore brand, like Cetaphil, but I found that those cleaners were made with so many [ingredients] — so this was our answer to the daily cleanser. It’s fragrance-free, made for sensitive skin. Then I use our Prep Serum and Daily Moisturizer. That’s my whole prep for everyday. I wanted to take the same amount of time as my husband.

R29: Your husband [Colin Jost] uses The Outset products, too?
SJ: We do the same steps. He uses the same products, plus the eye cream. I only use the eye cream at night. And I put on my cuticles. I was like, if we’re going to make an eye cream, I want it to be more of an ‘everywhere’ cream.

R29: Do you supplement your skincare routine with other things, injectables or facials?
SJ: I have a little boy, he’s one. After I gave birth, my hair was shedding and my skin got all patchy and dry. My girlfriend told me to start taking liquid collagen and it has made the biggest difference in my skin and hair. I got a hippie-dippy one from Amazon, but it has really worked.

R29: I love this blunt lob, too! How do you style it? What do you use to create this soft wave?
SJ: Nothing [laughs]. I just recently cut it all off — so that’s what I did for it — and I don’t really do anything. I sometimes put sunglasses on my head as it dries and I get a wave.

R29: What about makeup? What are your go-tos?
SJ: I curl my eyelashes. I use the Shiseido mascara. A little concealer and a highlighter, both from NYX Professional Makeup, and I’m out the door.

R29: You call The Outset, the ‘white t-shirt of skincare’ — how would you describe your personal style?
SJ: I feel feminine because I’m breastfeeding. Recently, I’ve been into wearing things that are feminine and flowy. I’m a jeans girl, too. When you don’t have to wear an elasticated waistband anymore, you’re like, whoo-hoo. I’m functional, too. I grew up in the city so my clothes are reflective of that. I wear footwear that I can walk 40 city blocks in.

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The Outset has just release there first new product Micro Polish, This is there first new item since launch back in February. And with the new product comes a ton of new promotional work like a new photoshoot, commercial, lots of press interviews and events so keep looking back for them.

EXFOLIATING CAFFEINE MICRO POLISH
Your 1 minute deep cleansing facial. Like a cup of coffee for the skin, this energizing facial scrub gently resurfaces to reveal a smoother, healthier and clearer complexion in just one use.

Natural mineral scrubbers gently removes dead skin cells, excess oil and impurities without irritation
Minimizes the look of pores and improves skin clarity
Skin looks more radiant and renewed

HYALUROSET™ COMPLEX
our signature botanical alternative to hyaluronic acid that nourishes, plumps and smooths

FINE PERLITE
natural volcanic minerals that are naturally spherical in shape to provide gentle physical exfoliation without abrading the skin

WHITE TEA
made from the leaves of Camellia Sinensis and helps to protect the skin from oxidative stress

CAFFEINE
helps to energize and revitalize the skin

CHAMOMILE
soothes and softens the skin

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harpersbazaar When Scarlett Johansson launched The Outset earlier this year, the announcement was met with a range of reactions—from elatement to eye rolls. Sure, the Black Widow star has incredible skin, but does the world need yet another celeb skincare line? For those of us who gave the line a shot (this writer included), the answer turned out to be a resounding yes.

Now, Johansson and cofounder Kate Foster are back with the brand’s latest offering, the Exfoliating Caffeine Micro Polish. “Everybody was asking for a skin polish,” Johansson tells BAZAAR.com. And it’s a product that’s near and dear to the actress, as regular exfoliation is the key that unlocked a clear complexion after years of skin issues. “In my whole journey of skincare, part of my routine was using a light exfoliant every day. So that is what ended up clearing all this crazy skin stuff that was going on,” she says.

It’s a physical exfoliant, composed of a natural volcanic mineral, but it’s designed to be gentle enough for sensitive skin (like all The Outset products). “It’s nut-free. You don’t have those microplastics, but it’s still a perfect sphere so it doesn’t tear your skin,” Johansson explains.

Also new to the mix are three refill packs for their hero SKUs—the Gentle Micellar Antioxidant Cleanser, Firming Vegan Collagen Prep Serum, and Nourishing Squalane Daily Moisturizer. The serum, according to Johansson, has been the brand’s runaway success. “It packs a huge punch—tightening and brightening and plumping. It’s a miracle serum,” she says.

The refills are a natural addition to a line focused on simplicity—a theme that might sound familiar if you’ve been following other celebrity lines, such as Hailey Bieber’s Rhode or Ciara’s OAM. But don’t expect to see Johansson walk out with Bieber-esque glazed donut skin anytime soon. “With all of the products in the line, your skin feels healthy and hydrated and bouncy. But it’s not that glassy,” she says, adding, “As you get older, you don’t really want to look shiny. I don’t want to look like I just had a laser treatment.”

The Outset’s launch may have been less splashy than, say, Rhode’s, but the founders say the brand’s success speaks for itself. “There’s a lot of skepticism out there around celebrity skin care,” says Foster. “But then when you see those positive reviews, and then you see the customers coming back to purchase their daily skin care again and again, that’s a huge source of validation.”

Johansson and Foster have also been outspoken about keeping the ingredients “consciously clean,” that is, nut-free, gluten-free, safe for sensitive skin, et cetera. But formulating that way has had its setbacks

“I think it was the Daily Cream—it was the first product that we were like, ‘Oh, we got this.’ It was working for all of us,” recalls Johansson. “And then months later, I don’t know what happened. But we’re doing the regulatory thing with our claims, and it came back like, there’s like a point-zero-whatever trace of coconut, or some kind of nut. It was the least problematic, and then it became the most problematic.”

In other words, it was back to the drawing board for the moisturizer. (Fear not: It’s now nut-free.) And that lip product they originally announced back in March? Scrapped for now. “We went down the avenue with a lip treatment, because for me, it was like a huge source of contention finding the right product,” says Johansson. “Ultimately we didn’t end up launching it because it just wasn’t it wasn’t perfect. I wanted it to be the one product you can use year-round, because I’m still searching for it.” But stay tuned, because Johansson hasn’t given up: “I’ll drive everybody crazy with the lip product.”

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On the same day as the The Outset Reset Event Scarlett as well made a stop to The Kelly Clarkson Show for a in person interview to promote The Outset and what is to come with it, her working with Dress For Success and plays some games by the looks of it. The good news is with have HQ episode stills from it but the bad news is the interview has no release date to watch at this time but I would think it will be soon as the new product come’s out on Monday. But till then you can view the episode stills in the gallery.

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Scarlett has been MIA for a bit of time but she is back in promo mood again with The Outset releasing a new product and to celebrate that they did a big event in LA for it called The Outset Reset Event and a ton of the beauty community were invite to it and got to have photos with Scarlett. A ton of photos from the event have come out and some new TikTok videos Scarlett you can watch below.

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Forbes – She may be best known to many for playing a larger-than-life superhero in some of the highest-grossing blockbuster movies, but just as the Marvel Cinematic Universe continues to expand, so has the business world for actor, producer, and entrepreneur Scarlett Johansson.

As the Founder and Chair of the new skincare line The Outset, a brand that recently launched back in March, the 37-year-old Black Widow star has dedicated years striving to better understand the beauty industry, while playing an integral part in the creation of The Outset products that exist today.

“Being introduced to an entirely new industry, all of that has been quite an adventure,” Johansson says during our exclusive conversation. “Now finally having the products being in development with other pieces that we will add into the collection and just getting the feedback from people and having those return customers and people that just swear by this line, it really is a dream come true. It took five years to see it through, but now it’s actually here and a reality and working and growing and it’s very, very exciting.”

One of The Outset’s most unique ingredients is its signature Hyaluroset Complex, a botanical alternative to hyaluronic acid, delivering immediate and lasting hydration to the skin. The five available products out on the market today are the antioxidant cleanser, the vegan prep serum, the nourishing daily moisturizer, the restorative night cream, and the smoothing expression lines cream, which Johansson playfully tells me is her husband Colin Jost’s favorite product to use.

In late April, just over a month after The Outset products became available for purchase on the company’s website, Johansson and her Co-Founder & CEO Kate Foster expanded the accessibility of their products by making them available in-store and online at over 500 Sephora locations across the United States.

Just as actors tend to take the time to prepare for their next role, Johansson has brought that same mindset to her skincare business approach. With Foster having previously spent a decade in beauty, a decade in fashion, and a handful of years in entrepreneurship before The Outset, she has witnessed firsthand the dedication that Johansson brings to her work.

“She did spend three years on this project really getting educated on the beauty landscape, on the industry, understanding the different paths available to her to bring this concept to life,” Foster shares with me about Johansson. “I think by the time that she and I got together, she had really already had a master class in the beauty industry and knew what she wanted, but also more importantly, what she didn’t want.”

When I asked Foster about the value that Johansson continues to bring to The Outset team, she says of her Hollywood movie star business partner, “She’s so loved by a very vibrant community who is following us and participating in The Outset story on social [media]. She is such a global powerhouse and it’s very well-earned that it is obviously a huge asset for the brand – but still, we don’t think of ourselves as a celebrity brand. We think of ourselves as this indie brand with a superpower.”

Now that Johansson has found her entrepreneurial footing and knows what it takes to get a start-up company off the ground, I wondered what has been the greatest learning curve so far throughout her business experiences with The Outset.

“Oh my gosh, the whole thing has been such a learning curve. When you have all these different ingredients that come from different places and then are put together in another place and processed in a very certain way. Dealing with quality control and making sure that stuff is then packaged correctly and everything is being mindfully produced. Having a project that is so focused on these kind of conscious choices, there is just a big learning curve there, but that’s also the most exciting thing about having a start-up.”

For Johansson, seeing the ongoing positive feedback that The Outset is receiving goes far beyond just a professional satisfaction for her, but also feels somewhat personal after she struggled for years to achieve a more clear and healthy complexion in front of the public eye.

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It Sure is a Beautiful Day when Catt is in conversation with an undisputable powerhouse like Scarlett Johansson! Today on the show Scarlett gives us the skinny on her brand-new clean beauty company: The Outset. Also joining is co-founder and CEO Kate Foster Lengyel.

We hear about the challenges of creating clean and effective skin care, the differences between the beauty and film industry, and Scarlett also shares about her own personal skin challenges and living through a pandemic while raising two wee ones.

What products from The Outset does hubby Colin Jost love the most? Does Scarlett have a favorite podcast? And of course, what is her favorite part of the day and why?

Make sure to check out www.theoutset.com online and follow their IG for updates at @theoutset. You can also shop products starting April 26th at Sephora!

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Scarlett Johansson is one of the highest-paid actors in the world, and has starred in some of the highest-grossing movies of all time. But those career defining moments didn’t come easy. She’s had to reframe rejection, say “yes” without looking back, and fight against toxic behavior in the entertainment industry. This week, we’ll ask Scarlett how she had perspective even in the toughest moments — including not getting the original call to be Black Widow — and why she recently took the leap to start her own skincare business.

In this episode, Scarlett shares:
How she’s dealt with rejection in her career
Why she decided to pivot and start her own business
How she’s made a career out of being someone’s “second choice” and how she kept an open mind
How she handled being pigeonholed into certain roles

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Hypebae – Achieve camera-ready skin with consciously clean beauty products for all.
After serving as the face for luxury beauty brands, renowned Hollywood actor Scarlett Johansson stepped away to breathe life into her own vision, founding The Outset — a minimalist skincare brand that provides exceptional products for everyone, doing away with unnecessary ingredients and harmful stereotypes. With an approach to skincare that is mindful and minimalist, “the vision for The Outset was to create clean and effective products that simplify your routine and elevate your every day. I want The Outset to be universal, approachable, and as reliable as your favorite white tee — a classic staple,” Johansson tells us over email.

Known for her work in front of the camera as the uber-cool and badass Marvel superhero Black Widow, Johansson dedicated her time and energy to learning the ins and outs of the science behind skin care to deliver effective products without the frills. “After representing other brands as a character in their campaigns, I wanted to build a brand that was reflective of me and my beauty ideals. Because I have spent so much of my life in front of the camera, I’m acutely aware of how much my skin is linked to my confidence. There are so many brands and formulas and harsh ingredients, but for me, the simpler, the better. Finding freedom in the uncomplicated was something I wanted to make available to everyone.”

Working with CEO and co-founder Kate Foster Lengyel, The Outset sets itself apart from the pack, providing meticulously thought out formalutions at an affordable price. With all items under $55 USD, the skincare line truly prioritizes accessibility, ensuring all can benefit from the high-quality products. Driven by the old adage, “less is more,” The Outset is purposefully austere in its ingredient list, excluding 2,700 potentially harmful ingredients, doing away with anything that was incomplete, questionably sourced or unsatisfactory. Not only is the latest clean skincare brand fragrance-free, vegan, gluten-free, and nut allergen free, dermatologist and allergy tested, but the Hollywood-approved products’ packaging is designed with the earth in mind, using recycled materials wherever possible.

“The Outset means a new beginning, which feels more relevant than ever at a time when we are all starting over and pressing the reset button. It took years for us to build a brand that was backed by quality and purpose, and I’m thrilled to finally share The Outset with the world. It’s an exciting beginning for me, as well.” The campaign for the star’s latest venture decidedly features a wide diversity of faces, refusing the antiquated notion that first-rate beauty is only meant for some, you’ll find a true variety of genders, skin tones and ages on The Outset’s branding as all can benefit and use its products.

Comprised of five core products, The Outset features a Gentle Micellar Antioxidant Cleanser, Firming Vegan Collagen Prep Serum, Nourishing Squalane Daily Moisturizer, Restorative Niacinamide Night Cream and Smoothing Vitamin C Eye + Expression Lines Cream. The Outset is available now on the brand’s website. Watch The Outset’s innovative and inclusive campaign below.

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Instyle – Scarlett Johansson has held many titles: actress, brand ambassador, producer, mother, wife. And now, she has added one more title to the list: founder. Her newest project, a skincare line called The Outset, has been over five years in the making, and in conversation with InStyle, she says that despite the beauty industry being a crowded market, she believes there’s space for a brand like hers.

“It’s uncomplicated, clean, and mindful, and we’re looking to effect positive change. We’ve partnered with Dress for Success to support women as they enter the labor force, we work with One Tree Planted, we’ve found all these paper-alternatives [for our packaging], and we’re a member of 1% For The Planet. I think there is space for a brand like ours that looks to redirect the industry in a way,” she says. “Yes, it is a very crowded space, but I think there’s space for that.”

The decision to start a skincare brand of her own came at the same time that Johansson decided to stop doing beauty endorsements, which she had been doing for years with brands such as L’Oréal Paris and Dolce & Gabbana. “It just no longer felt desirable to represent other people’s beauty ideals,” she said. “I had a better sense of self and confident in my point of view in this space. [The decision] mirrored my acting career in the sense that I wanted to take charge of my own career in a way.” And while many celebrity beauty brands seem like a play for extra cash and fame, Johansson’s feels more purposeful. When she first considered launching a company, she says that many people encouraged her to license her name and work within a pre-existing infrastructure, which she didn’t want to do. “It would have been easier!” she says, adding that it definitely would’ve taken less time. “But it’s been an incredible journey having a startup — I feel like I got my MBA.”

The idea stemmed from Johansson’s experience with her own skin, which she describes as “problem skin,” and wanting to find something clean, effective, and simple. She realized that there were so many products that were focused on resurfacing the skin, which led it to be raw and aggravated. She says it took a long time for her to realize that replenishing her skin’s moisture levels was very healing. Then came the question of skincare ingredients. “I realized that I was putting a lot of really harmful things on my face — [things that were] harmful for myself and the planet,” she explains. As such, she decided that The Outset would be clean, which the brand describes as being free of fragrances, parabens, sulfates, phthalates, and both gluten and nut allergens. “It’s how we ended up with the hyaluroset complex that’s in all our products,” she says, explaining that it’s a botanical alternative to hyaluronic acid.

The initial collection is quite small, including just five products: the Gentle Micellar Antioxidant Cleanser, Firming Vegan Collagen Prep Serum, Nourishing Squalane Daily Moisturizer, Restorative Niacinamide Night Cream, and Smoothing Vitamin C Eye Expression Lines Cream. The entire line retails for less than $55. It’s as streamlined and simple as Johansson envisioned it to be, and while it’s hard to pick a favorite product after five years, she says she really loves the night cream. “I’m very proud of it. I wanted to create something that felt extremely luxurious and has a beautiful feel the morning after,” she says of her star pick. In fact, she asked her co-founder, beauty entrepreneur and veteran Kate Foster, if they could make a body lotion or hand cream with the formula since she loves it that much. “It would be too expensive, though. But I love it — your skin is noticeably plump and juicy when you put it on.”

And while Johansson’s pick is the night cream, her husband, SNL comedian Colin Jost, is particularly fond of the eye cream. “He’s the first partner I’ve ever had that uses an eye cream,” she says, adding that it fills all his needs and jokes that it’s why he looks so good on Saturday nights. However, as her partner, he helped her test a few formulas, and it wasn’t always smooth sailing. She explains that at one point, she had thought about adding a face mask to the skincare collection and was testing a formula. “I forgot to tell Colin it was self-warming, and he thought he was having a really crazy allergic reaction to it,” she shares while laughing. “He was like, ‘it’s spread and it’s melting off my face!’ He was completely freaking out.”

Life at home is a lot of fun for her. She and Jost welcomed their first child, Cosmo, in August 2021, and her daughter, Rose, is seven-years-old, an age when kids are curious about everything. Johansson shares that it’s funny because Rose questions everything she does. “‘Why are you tweezing your eyebrows? Why are you curling your lashes? What’s a tampon? What’s it for?'” she laughs. “She asked me why my underwear went up my butt crack, and I had to try to explain what a panty line was. I was like, “’cause you don’t want a line in your pants,” and she was like “Why?” And I was like, “’cause then you could see my underwear,” and she was like “But you are wearing underwear.” Like I know, it’s weird.”

With a newborn, Johansson is grateful she’s always had a simple skincare routine. However, since it’s winter and New York City (where she lives) is very dry, she says she tries to remind herself to moisturize head to toe. “I forget to use body lotion most of the time. It feels time-consuming, even though it only takes about 30 seconds,” she shares. After Cosmo was born, she says it took her a long time to get her hair cut and colored, and that once she did, she felt fresh and like herself again. Her hair has been something of hers she’s always had fun with. “When I was 19, I cut my hair into a fashion mullet, which I wanted to have a Bowie-meets-Silkwood vibe. When I look back, it felt like it was beyond forward, it was probably extreme, but now it’s back and I still think it was a really cute haircut,” she says. Another throwback beauty trend she brings up are the ultra-thin eyebrows that, like the mullet, are beginning to come back in style. “I definitely tweezed all my friends’ eyebrows away, which they still give me shit about,” she says. “Mine grew back, but I guess my friends’ didn’t and they’re still pissed about it — whatever, it was popular back then!” And something that will always be popular? Conscious beauty, which you can now find at theoutset.com.

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Forbes – From the outset, Scarlett Johansson didn’t want her new skin care company, The Outset, to be just another celebrity beauty brand. And while she is obviously the name behind it, the two-time Oscar nominee approached the venture like an entrepreneur.

For Johansson, who had already been the face of L’Oréal, that meant having the right business partner. “After spending three years meeting large beauty corporations and smaller production facilities and exploring product development,” the 37-year-old actress says of The Outset’s CEO, Kate Foster, “I realized that if I was going to launch something from the ground up, I needed to find my person.” With more than 20 years in fashion and beauty, Foster had previously held executive roles at the beauty division of Victoria’s Secret, Juicy Couture and NYDJ. She then founded SwearBy, a site featuring word-of-mouth recommendations with an emphasis on beauty and self-care products. When SwearBy was acquired by Meredith in January 2020, her friends in the beauty industry insisted she meet Johansson.

“Kate was not necessarily looking to get into something, but she was curious,” Johansson recalls. “I liked that about her. Curiosity, to me, is a highly desirable quality in any successful creative.”

Foster says she was immediately drawn to Johansson’s vision. “She wanted to build the effortless white tee of skin care. I was intrigued by this concept,” she says. The two were very clear on what the skincare startup would not be. Johansson rejected the idea of building a celebrity namesake brand and eliminated any hints of Millennial pink so that it could appeal to all generations and genders. “She had done her homework, and it was clear this was not a vanity project,” says Foster. “It’s about the consumer—that’s why it’s not called Scarlett Johansson Skin Care.”

Long before Foster came aboard, Johansson spent five years market-testing with prestige beauty consumers to understand their needs and their pain points. The two learned that 96% of prospective consumers were more interested in preserving skin health than in transforming its appearance, which reassured their clean, simplified take on skin care. The Outset then eliminated more than 2,700 ingredients, resulting in a vegan and allergen-free product line. Grounded in that market research, Foster helped architect an affordable product line—$55 or less.

To further differentiate herself as a celebrity founder, Johansson chose not to just partner with a large beauty development house, such as Coty (parent company of Kylie Skin) or Kendo (the brand behind Rihanna’s Fenty Beauty line). “She didn’t want to go that route,” says Foster. ”She wanted to build something for herself, like a true startup, similar to how she built her own production company. It’s a scrappy startup approach.”

While still a lean team of ten based in New York, The Outset was able to secure between $5 million and $10 million in funding from the Najafi Cos., a private investment firm founded by Jahm Najafi. The Najafi Cos. is also a significant investor in Beach House Group, a brand studio for a range of emerging celebrity-founded lifestyle brands, including Tracee Ellis Rossz’ Pattern Beauty and Shay Mitchell’s travel brand, Beis. Foster says they chose the Najafi team because “they were not about a cash-in/cash-out deal but about building a brand with longevity.” She declined to comment on whether she or Johansson invested personal capital.

Najafi, meanwhile, says he liked that The Outset was driven by passion, but not a passion project. “We were attracted to Scarlett and Kate’s approach that The Outset brand and products should stand on their own,” he says, “distinct from a celebrity persona, and remain customer-centric where the customers are, in many ways, the protagonists in this story.”

Sarah Jindal, a beauty analyst at Mintel, says celebrity founders like Johansson must be prepared to address the crowded nature of beauty. In response to The Outset’s branding, Jindal says many companies, from Glossier to Sunday Riley, have already moved away from the complex, multi-step regimens. “This is in line with the direction we see the category moving; streamlining, simplification, etc.”

Foster is undeterred by the A-list competition. “It’s undeniable that it’s a crowded market for celebrity skin care and celebrity beauty,” she says, “but we felt that chaos and noise was actually where the opportunity lies, this idea of trying to reset and take the guesswork out of skin care.”

For her part, Johansson does not see distinguishing herself in the beauty-verse as her biggest obstacle: “Launching during a pandemic and now dealing with supply chain issues, especially since we are trying to maintain very high clean and sustainability standards, has been an exciting challenge to navigate.” She also emphasizes that her company is inherently mission-driven, and announced The Outset has partnered with Dress for Success to support women returning to the labor force, One Tree Planted to support California wildfire reforestation projects, and is a member of 1% for the Planet.

“We plan to show up and build a community around what we stand for,” says Johansson.

The Outset officially launched its direct-to-consumer site on March 1 with five items, then hits shelves exclusively at Sephora, beginning on April 26. It will roll out new products, bundled sets and refills in the coming months. Foster says they plan to invest in social media ads and influencer partnerships. But she notes another important differentiator. “This isn’t your average celebrity brand because Scarlett is not on social media, so it’s not that Scarlett has this existing audience that she’s looking to monetize,” says Foster. “There’s a mystery around her.”

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