The celebrity beauty pivot has proven to be a successful formula. It goes something like this. Step one: a profoundly beautiful actress, musician, or influencer leverages her star power to launch a makeup or skincare line. Step two: profit.
There’s rhode, which was acquired by e.l.f. for $1 billion just three years after Hailey Bieber founded it; Rare Beauty — Selena Gomez’s venture — now valued at $2.7 billion; and Rihanna’s Fenty Beauty, estimated to be worth about $2.8 billion. Hoping to join that list is Scarlett Johansson’s The Outset.
The Oscar-nominated actress co-founded the brand in 2022 with industry veteran Kate Foster Lengyel. By then, Johansson had had plenty of experience helping to sell beauty products, as the face of L’Oreal Paris and Dolce & Gabbana. But, at the time, she told Vogue: “I always felt like I was sort of playing a character in those campaigns, and as I evolved, I wanted to create and represent a brand that was true to me.”
The result is her plant-based beauty line featuring clean, clinically-backed products — and as you'll read below, she takes the quality of those offerings extremely seriously. Johansson tells us she developed it for people with sensitive skin (like herself) and for those looking to simplify their routines. The brand’s tagline, the “white tee of skincare,” is a compelling one — especially today, when no one seems to bat an eye at the concept of a 27-step regimen.
“I wanted to create something that felt truly essential,” Johansson tells us. “The goal was never to add more noise.”
As part of our executive Q&A series in Wake-Up Call at Work, we spoke to the star about lessons from her new role as entrepreneur, what she believes sets The Outset apart in a crowded celeb-backed market, and what her own skincare routine looks like.
Why did skincare feel like the right place for you to start as a founder, and what gap were you hoping The Outset would fill?
Scarlett Johansson: Skincare was always personal for me. I've had sensitive skin for as long as I can remember, and I spent years cycling through products that were either too harsh or too complicated. At some point it clicked — there was a real gap between clinical efficacy and everyday simplicity. I wanted to create something that felt truly essential. Products that support the skin barrier, are gentle, and actually fit into real life. The goal was never to add more noise. Just to offer something more focused.
The skincare space is crowded with celebrity brands. What do you feel truly differentiates The Outset from others?
I understand the skepticism. There's a lot out there, and honestly, a lot of it deserves to be questioned. For me, the difference is that this wasn't about putting my name on something. It came from a very specific need and years of lived experience with sensitive skin. We've stayed incredibly focused — fewer products, done better. The formulas are thoughtful, the routines are streamlined, everything is designed to work together without overwhelming your skin. That's not a marketing angle. It's just what I actually needed.
How involved are you in the product development process, from ingredient selection to testing?
Very involved, from the very beginning. What the product needs to do, how it should feel, how it fits into the routine. I test everything extensively, probably to a degree that most people would find excessive. But I think that matters, especially when you're creating for sensitive skin. There's a level of trust involved that I take seriously.
Has building The Outset challenged or expanded you creatively in ways acting hasn't?
It's been a completely different kind of creative process. Acting is about interpretation — you're working within a story that already exists. This is about building something from the ground up and making it tangible. It's stretched me, especially on the business side, but also in how we think about communicating the brand. And there's something genuinely satisfying about creating something that someone actually reaches for every morning. That's a different kind of impact.
What's been the most surprising lesson you've learned since becoming a beauty founder?
Probably how much restraint it takes. There's always an impulse to do more — launch more products, chase trends — but I've learned that staying focused and intentional is actually the harder, and more important, thing. Not everything needs to exist.
How do you see The Outset evolving over the next few years? Are there categories or innovations you're excited to explore?
We're really focused on continuing to build within our core — supporting the skin barrier, filling gaps that actually exist. I'm interested in categories where we can bring something genuinely useful to the table, not just fill shelf space. I'm excited about some things we have coming, but I'd rather show than tell. What I can say is that everything we're working on comes from the same place: What does your skin actually need?
What does your own daily skincare routine look like when you're not on set?
It's consistent and pretty minimal — which took me a while to get to, honestly. I use our gentle cleanser, prep serum, daily moisturizer, and Hydrasheer SPF every morning. One of our newest innovations, Total Clarity Dark Spot Serum, has also been in regular rotation. All in all, the routine takes about four minutes.
At night, I'll double cleanse if I've been in full glam, and layer in a little more hydration with the boosting oil and night cream. My skin genuinely does better when I don't overcomplicate things, and I've finally made peace with that.
Outside of skincare products, do you have any other tips or tricks to keep your skin looking refreshed and healthy?
Sleep, hydration, and stress management honestly make more difference than any product. I also try to be gentle with my skin when it's feeling reactive. Sometimes the best thing you can do is just leave it alone.
What are your favorite Outset products — and how do they help nourish your skin?
The prep serum is genuinely something I use every single day. It's incredibly hydrating, but so lightweight that it layers well under everything. And the barrier balm has become a real staple, especially when my skin is feeling dry or compromised. I use it on my lips, on dry patches, sometimes on my hands. It's just one of those things that earns its place.
