Celebrity beauty brands are the new celebrity perfume brands, with everyone from Alicia Keys to Priyanka Chopra, Lady Gaga, and Selena Gomez vying for the opportunity to introduce their namesake offering while demand is high. Scarlett Johansson has now entered the bandwagon, revealing intentions to start her beauty line in 2022.
She co-founded the brand with Kate Foster, a businesswoman and beauty/fashion professional who has worked for Victoria’s Secret, Juicy Couture, and NYDJ. The financiers are the Najafi Companies, who are also investors of the Beach House Group, which includes Kendall Jenner’s tooth line Moon Oral Care, Tracee Ellis Ross’ hair care brand Pattern, and Millie Bobby Brown’s beauty brand for the Gen Z, Florence by Mills.
“We are passionate about supporting ambitious and thoughtful founders and management teams who lead with integrity and vision. Scarlett and Kate fit squarely in the type of leaders with whom we love to partner for the long term.” Chief executive of Najafi Companies, Jahm Najafi told WWD. Taking a break from her decades-long acting and producing vocation, the Black Widow actress claims she’s been secretly experimenting with a new beauty venture for quite some time. “I have been developing my skin-care line for the past three years,” Johansson said, in an interview.
How it Started
The pandemic, which forced Marvel Studios to pause filming of Black Widow, gave Johansson time to concentrate on building the brand, which will debut in early 2022, probably January. ”This last year has allowed me to dedicate a ton of time to it, it’s been a labor of love, but I’m so excited to share that with the world,” She said. While the line’s details remain unknown, Johansson described it as a “clean, accessible approach to beauty” in a statement to WWD, citing the release as the reason she stepped away from past high-profile beauty collaborations a few years ago.
Johansson dropped hints to Allure that it would concentrate on “essentials” in skincare products, saying “This will be a brand for everyone who wants their skin to look its best with minimal effort.” For numerous years, the actress was the face of L’Oréal Paris, and she was formerly a representative for Dolce & Gabbana’s The One fragrance. She said “I’ve been fascinated by the transformative power of beauty since I was a child. My mother instilled in me a passion for self-care from my early teenage years. Several years ago, I took a step back from my beauty deals to create something true to me.”
While Kate Foster says she can’t give any spoilers ahead of the film’s release next year, she does add that she and Johansson have a distinct aim and perspective on skincare. Foster says “This brand is powerful enough to stand apart in a crowded market, combining real consumer insights around clean skincare with Scarlett’s talents as a visionary creator. The appeal is timely and universal, and the line is the result of years of effort and persistence from Scarlett to get it just right.” Foster also added that “We are proud to have built a brand that fills a void in the market and addresses a true consumer need. Our brand platform is differentiated and has a great deal of runway for growth and expansion. This is truly just the beginning.”
We certainly know that the 36-year-old Avengers star is putting samples to the test right now. The actress’s glowing skin is enough of a testimonial for us to keep an eye on any notifications till we can get our hands on whatever product she’s using.
With the unveiling of JLo Beauty earlier this year, Lopez has become the first celebrity to release a beauty brand in 2021. It started with eight products that were available at Sephora and Amazon. “The past three years, we’ve been working on the products, but we finally got them right,” said Jennifer Lopez in the TV show ‘PEOPLE’. “I think I drove everybody a little bit crazy because I didn’t want to put my name on anything that didn’t work or wasn’t exactly what I wanted it to be.” Only a few weeks after that, Halsey stunned her fans by unveiling her About-Face beauty brand which includes highly-pigmented highlighters, lipsticks, and eyeshadows that endorses self-expression and drive artistry.
Vanessa Hudgens and Madison Beer also got in on the game, introducing the Know Beauty skincare line back in June. Cardi B, Harry Styles, Hailey Baldwin, and Kris Jenner, as per Allure, might be on the way. According to reports, all four have sought trademarks for their cosmetic brands. We can’t wait to figure out what that unfilled void is, considering Rihanna, Selena Gomez, Lady Gaga, Alicia Keys, J. Lo, Gabrielle Union, Nicole Kidman, Taraji P. Henson, Miranda Kerr, basically every Kardashian/Jenner, Kristen Bell, Michelle Pfeiffer, Drew Barrymore, Pharrell, as well as a whole lot of other music folks have all tried.
Scarlett Johansson’s future plans
On the work front, Scarlett Johansson has a couple of exciting films coming up shortly, including A24’s interesting new take on Bride of Frankenstein. The renowned star demonstrated that she’s only going to push herself and produce some of the most extraordinary appearances with her work in Avengers: Endgame, Jojo Rabbit, and Marriage Story, the latter two for which she garnered Oscar nominations. And years after being in the limelight, she will finally dive into the entrepreneurial sea with her upcoming beauty and skincare. Skin-care regimes tailored for huge back tattoos? Acne scar creams packed with clever ScarJo wordplay? Vitamin gummies that you ingest through your lipstick? We’re dying of curiosity.