Photo: Dimitrios Kambouris/Getty Images for FLC
The world officially has one less celebrity beauty brand competing for our attention. The Outset — the “clean” skincare line launched by Scarlett Johansson and her business partner Kate Foster in 2022 — announced on Monday that it is closing up shop.
“After an incredible journey, The Outset has made the decision to wind down operations,” the message on the brand’s website reads. “We’re so grateful to everyone who welcomed us into their routines and supported us along the way.” The statement added that online shopping on the website has ended, but existing orders will be processed. Back when the line was new, Johansson described The Outset’s approach to clean beauty to The Cut as, “Products that are transparent and can be used by as many people as possible.”
Of all the celebrity beauty brands out there, and there are many, The Outset was one that The Cut’s editors surprisingly liked. Alas, in a crowded market that also includes Selena Gomez’s Rare Beauty, Hailey Bieber’s Rhode, and Rihanna’s Fenty, among approximately 9,000 others, Johansson’s line simply failed to stand out.
Luckily, there is no shortage of business opportunities for entrepreneurial-minded celebrities. Perhaps Johansson will get into leggings, cookbooks, or baby wipes next.
Stay in touch.
The latest in style, self, culture, and power in your inbox.
Vox Media, LLC Terms and Privacy Notice
Related