![]() ![]() ![]() “I’ve invested a lot of myself into developing something that I felt could build the foundation for trust with the consumer,” she says. Johansson strategized with an editor over videoconference. Says Foster of Johansson, who serves as chairman of the company: “From our first meeting two years ago to where we are now, her vision then and the way that she described the brand, it’s like 99.9 percent the same as what we’re introducing.” And she and I had a similar kind of ethos around beauty.” So Kate, I think, was the person for the job because she is a risk-taker. She met Foster (“my producing partner, essentially,” says the actress) through mutual friends in the beauty industry, and the two recall being immediately aligned on how the brand should take shape: “I needed somebody else that felt brave and confident enough to do it independently of some of the major houses and brands. Early in the process, the budding entrepreneur met with several beauty companies about pairing with them, but she “kept coming back to this really authentic desire” to forge her own path. “ just was born out of curiosity and a genuine love for beauty and for skincare,” says Johansson. She started envisioning the line five years ago. On March 1, the items will be available on the brand’s direct-to-consumer website, and at sole retail partner Sephora on April 26. The brand’s signature is Hyaluroset Complex, a trademarked, hydrating ingredient blend that’s a botanical alternative to hyaluronic acid. ![]() Together - with funding from The Najafi Companies (the first institutional investor in Beach House Group, the brand studio behind Tracee Ellis Ross’ Pattern hair care line and Shay Mitchell’s travel essentials company, Béis) - Johansson and Foster created a line of six fragrance-free products: a cleanser, prep serum, day cream, night cream, fine line cream and lip treatment ($28 to $54). Johansson’s co-founder and the brand’s CEO, Kate Foster Lengyel, was founder and CEO of SwearBy, a digital site focused on word-of-mouth product recommendations. The Outset is an eco-friendly, plant-based skincare line. Johansson’s place in modern Hollywood, though, is evidenced by the launch of her new skin-care brand The Outset, as she joins a chorus of other celebrity beauty brands that seems to grow larger for consumers each season. In this way, the actress hews to a pre-Instagram model of stardom, when celebrities were seen and heard in limited and intentional ways (read: when promoting a project). Scarlett Johansson does not share her life with the world on social media. ![]()
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