Scarlett Johansson recently joined the line of celebrities launching their own skincare brands. The actress has come up with a "clean and effective" skincare line named The Outset and announced the project on Instagram with a series of promotional images.

The Announcement

The Black Widow actress unveiled the launch of her skincare line The Outset via an official Instagram page and website. Johansson has co-founded the brand with Kate Foster, a Brooklyn-based entrepreneur. The Outset is the latest in the line of celeb-owned beauty brands released within the past year, like r.e.m. beauty by Ariana Grande and LolaVie by Jennifer Aniston.

The Objective

In her Instagram post, Johansson has described her new brand as clean and effective skincare, perfect for elevating the self every day. Other posts have emphasized the brand’s uniqueness of returning to the essentials, and the simple approach of rediscovering freedom in the uncomplicated. The star also uploaded a brief video alongside her co-founder Kate Foster, where she stressed that the new brand will be truly universal and accessible.

The Idea

Taking to her own Instagram account, Foster has shared her experience about meeting Johansson two years ago. Both of them had a few mutual connections in the beauty industry. Foster has recalled that she was instantly hooked to the vision Johansson shared to her about an everyday reliable skin system, which was elevated, clean, and essentially effortless! The idea made Foster start working immediately to bring the brand to life. Even amid the global pandemic situation, they never sacrificed heart and intention for the project.

The Vision

The brand is launched with a range of skincare and beauty products. Through this skincare line, both Johansson and Foster hope to create overall democratic conversations around the concept of beauty, without any discrimination of generation-gap and gender bias. The products currently include a cleanser, prep serum, day cream, night cream, fine line cream, and a lip treatment which range from $28 to $54.