Scarlett Johansson’s The Outset, which she launched with beauty veteran Kate Foster, is coming to the U.K.
The cosmetics retailer will sell the brand’s Gentle Micellar Antioxidant Cleanser, Firming Vegan Collagen Prep Serum and Nourishing Squalane Daily Moisturizer, starting from 32 pounds.The Outset uses a signature Hyaluroset complex, a botanical alternative to hyaluronic acid, in all of its products that is meant to provide lasting hydration, plumping and smoothing. The brand said it excluded 2,700 harmful ingredients from its products and looked to only clean ingredients.
“Our U.K. community members have been particularly vocal asking for the brand, and we’ve seen that many of them have traveled to the U.S. to shop The Outset at ,” said Johansson, explaining that she wants to forge a deeper relationship with her European customers in order to figure out where to expand to in the future.The brand has a combined social reach of 769,000 across Instagram and TikTok, and has 4,000 5-star reviews. According to the company, 30 percent of customers are men and the repeat customer rate stands at 40 percent.
According to industry sources, the brand was expecting to reach $10 million at retail for its first year on the market in 2022, which is when it enteredThe idea had been brewing for five years for Johansson, who suffers from very sensitive skin. She teamed up with Foster to play scientists until they came up with a clean product.“We think like an indie brand and set goals for ourselves to earn the opportunity to take the next step. Last year was all about launching, learning and optimizing.
“We have a five-year strategic plan with a product development roadmap, but it would be premature to discuss. At every stage our goal is to listen to the customer and let those insights inform future plans,” she said.
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