In 2022, eighteen celebrities launched a beauty brand. One of them was Scarlett Johansson.
If that’s news to you, it was supposed to be.
Her line was called The Outset. Skincare. Clean, vegan, made for sensitive skin. And when it launched, her co-founder explained to Forbes why the famous name wasn’t on the bottle: “It’s about the consumer. That’s why it’s not called Scarlett Johansson Skin Care.”
I get it. By 2022, people were tired of celebrity brands. A famous face on a jar had started to look like a cash grab. So they did the modest thing. Let the product do the talking.
And the product talked. Allure gave it a Best of Beauty award two years running. The people who used it loved it. Go read the comments under the brand’s last Instagram post. They’re heartbroken.
