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[BUSINESS] · United States · 5 sources

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The Outset skin care brand co-founded by Scarlett Johansson is closing

The Outset Scarlett Johansson celebrity beauty brands skin care industry brand closures

Scarlett Johansson’s skin care brand, The Outset, has announced it is winding down operations. Co-founded in 2022 with Kate Foster Lengyel, the brand focused on sensitive skin and a minimalist product philosophy.

The closure follows a period of recent exits in the celebrity beauty sector. Other brands that have recently ceased operations or entered liquidation include Gwen Stefani’s Gxve Beauty, Drew Barrymore’s Flower Beauty, and Kate Moss’ Cosmoss.

Industry experts suggest that while celebrity status provides initial attention, long-term success in the category depends on product efficacy and community engagement. While some star-backed brands like Rare Beauty and Rhode continue to grow, others face increasing competition and market shifts.

Entities

Gwen Stefani · Kate Foster Lengyel · Scarlett Johansson · Sephora · The Outset

Sources

What Makes a Celebrity Beauty Brand Stick? [wwd.com]
Scarlett Johansson’s Skin-Care Brand The Outset Is Closing [www.newbeauty.com]
Scarlett Johansson's The Outset Skincare Brand Abruptly Shuts Down After Four Years [www.ibtimes.co.uk]
Scarlett Johansson’s Skincare Brand The Outset Shuts Down After 4 Years: ‘An Incredible Journey’ [www.usmagazine.com]
The Outset has officially shutdown — here’s what you need to know [www.nbcnews.com]