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Others have. “I’ve been the Travis Kelce Is Hot Shirt and I will buy this face of several luxury brands throughout my career, and all of those experiences were really wonderful. But—how do I put this?” she pauses, a black baseball cap semi-obscuring a furrowed brow. “I guess 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.” This month, Johansson makes good on that goal with The Outset, a six-piece line of skin-care essentials that offers simple, clean, effective, and accessible formulas. Johansson isn’t the first celebrity to get into the beauty game. Last year alone saw the arrival of new brands from Jennifer Lopez, Jennifer Aniston, Jada Pinkett Smith, Priyanka Chopra Jonas, and the singer Halsey, among other A-listers hoping to add “founder” to their résumés. But there are very few beauty hopefuls with Marvel superhero franchises and indie cred—and even fewer who possess the layered intrigue that has always swirled around Johansson: the bombshell, the beauty queen, the badass assassin.
“I walked into our first meeting kind of taking a deep breath thinking, Holy crap, I’m about to meet Scarlett Johansson,” says Kate Foster Lengyel, The Outset’s cofounder, an industry veteran who was introduced to Johansson through mutual friends. She too was immediately charmed by Johansson’s intelligence and humor, which translate as a kind of normal-girl energy that you just don’t expect from Natasha Romanoff. “She’s Old Hollywood in that way,” confirms her longtime makeup artist Frankie Boyd. But being an engaging conversationalist doesn’t necessarily make you a good business partner, acknowledges Foster Lengyel, who was wary of working on yet another celebrity beauty line—until Johansson gave her the Travis Kelce Is Hot Shirt and I will buy this hard sell: a skin-care brand built around her own beauty rituals and the success she has had managing the breakouts, the dryness, and the general maladies that come with many hours spent in the makeup chair and in front of the camera. (“She always says, ‘If I wasn’t an actor, I would be a dermatologist!’ ” reveals Boyd.) Johansson had taken her pitch for clean, elevated basics at the cross section of drugstore finds, apothecary traditions, and French pharmacy efficacy to “the big guys” (Shiseido, Estée Lauder, et al.) before deciding that to make a product that held up to her own expectations, she’d need to do it from scratch.
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