Scarlett Johansson’s Beauty Brand Is No More
The Cut • • entertainment
Key Points:
- The Outset, a clean skincare brand launched by Scarlett Johansson and Kate Foster in 2022, has announced it is closing down operations.
- The brand expressed gratitude to its customers and confirmed that while online shopping has ended, existing orders will still be fulfilled.
- Johansson had described The Outset as a transparent, inclusive clean beauty line aimed at broad usability.
- Despite positive reception from some editors, The Outset struggled to differentiate itself in a highly competitive celebrity beauty market featuring brands like Rare Beauty, Rhode, and Fenty.
- The closure highlights the challenges new beauty brands face amid a saturated market with thousands of competitors.
