Scarlett Johansson’s skincare line, The Outset, has officially announced its closure as of Monday, September 28. The brand, which was co-founded by the Hollywood actress and beauty executive Kate Foster in 2022, has decided to wind down operations after a journey that they described as “incredible.”
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In a message posted on their website, The Outset expressed gratitude to its customers, saying, “We’re so grateful to everyone who welcomed us into their routines and supported us along the way.” Despite the closure, all pending orders will still be processed, although online shopping has ceased on their main platform, theoutset.com.
The Outset was launched with a mission to provide a clean and accessible approach to beauty. Johansson, who has been captivated by the impact of beauty since childhood, aimed to create something authentic and aligned with her values. She stepped back from her previous beauty contracts before embarking on this new venture, seeking to cultivate a brand that resonated with her personal ideals of self-care, which she credited to her mother’s influence.
The brand attracted initial investment from The Najafi Companies, a firm known for supporting various celebrity-led beauty ventures, including Tracee Ellis Ross’ Pattern Beauty and Millie Bobby Brown’s Florence by Mills. Foster, a seasoned beauty and fashion executive with a notable background in companies like Victoria’s Secret and Juicy Couture, joined Johansson in realising this vision, stating that they were proud to address an apparent gap in the market with the launch of The Outset.
Despite its initial promise and the wide distribution the brand achieved—eventually appearing on the shelves of retailers such as Sephora, Goop, and Nordstrom—the company faced challenges that led to its eventual closure. In recent times, there has been a noticeable trend of celebrity beauty brands shuttering, with The Outset joining the ranks of other high-profile names that have exited the market.
Among these closures is Gwen Stefani’s GXVE Beauty, which was confirmed to have ceased sales at Sephora earlier this year, following the shutdown of its online presence. Additionally, Drew Barrymore’s Flower Beauty, which operated for 13 years, shut down in 2025, while Kim Kardashian’s KKW Beauty folded in 2021.
The market for celebrity beauty lines has become increasingly competitive, and the challenges faced by The Outset are indicative of broader trends in the industry. The brand’s difficulties are partly attributed to shifting consumer preferences and the saturation of the beauty market with numerous celebrity-backed products.
Foster also noted the opportunities that lay ahead for The Outset and expressed optimism about its potential for growth and expansion. Nevertheless, with her own departure from the brand in April 2025, it remained to be seen how the company was going to navigate the marketplace without its foundational leadership.
Although The Outset has now concluded its operations, it leaves behind a legacy of a brand that sought to challenge conventional beauty standards while promoting clean and straightforward skincare solutions. Customers and fans of Johansson will undoubtedly reflect on the brand’s brief but impactful presence in the beauty landscape.
The closing of The Outset is a poignant reminder of the volatile nature of the beauty industry, where even the backing of major celebrity figures cannot guarantee long-term success. As these shifts occur, it will be interesting to monitor how emerging trends will influence the future of beauty brands in the marketplace.