Hollywoodreporter – The star and her business partner Kate Foster Lengyel take The Hollywood Reporter inside the launch of The Outset, the actress’ new vegan, eco-friendly brand.

Scarlett Johansson does not share her life with the world on social media. In this way, the actress hews to a pre-Instagram model of stardom, when celebrities were seen and heard in limited and intentional ways (read: when promoting a project). Johansson’s place in modern Hollywood, though, is evidenced by the launch of her new skin-care brand The Outset, as she joins a chorus of other celebrity beauty brands that seems to grow larger for consumers each season.

The Outset is an eco-friendly, plant-based skincare line. Johansson’s co-founder and the brand’s CEO, Kate Foster Lengyel, was founder and CEO of SwearBy, a digital site focused on word-of-mouth product recommendations. Together, with funding from the Najafi Companies (also an investor in Tracee Ellis Ross’ Pattern hair care line and Shay Mitchell’s travel essentials company Béis), Johansson and Foster created a line of six fragrance-free products: a cleanser, prep serum, day cream, night cream, fine line cream and lip treatment ($28 to $54). The brand’s signature is Hyaluroset Complex, a trademarked, hydrating ingredient blend that’s a botanical alternative to hyaluronic acid. On March?1, the items will be available on the brand’s direct-to-consumer website, and at sole retail partner Sephora on April?26.

Johansson — who was working on the launch amid her now-settled lawsuit against Disney over Black Widow’s release — and Foster spoke with The Hollywood Reporter over Zoom in December and again in February for a rare look at two different stages of the brand building process as the founders inched closer to its debut in the marketplace.

Johansson admitted that before she dove in to creating her own brand, the idea seemed daunting. “I never understood the background of how brands come to be. I just didn’t feel like I had a place at the table, because it was this whole new venture,” the actress told THR. “I think over time I just felt more confident that it was something that I had a perspective on. And felt like it was worth pursuing this dream.”

She started envisioning the line five years ago. “[The Outset] just was born out of curiosity and a genuine love for beauty and for skin care,” says Johansson. Early in the process, the budding entrepreneur met with several beauty companies about pairing with them, but she “kept coming back to this really authentic desire” to forge her own path.

She met Foster (“my producing partner, essentially,” says the actress) through mutual friends in the beauty industry, and the two recall being immediately aligned on how the brand should take shape: “I needed somebody else that felt brave and confident enough to do it independently of some of the major houses and brands. So Kate, I think, was the person for the job because she is a risk-taker. And she and I had a similar kind of ethos around beauty.”

Says Foster of Johansson, who serves as chairman of the company: “From our first meeting two years ago to where we are now, her vision then and the way that she described the brand, it’s like 99.9% the same as what we’re introducing.”

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