Brief
Scarlett Johansson’s The Outset skincare line to wind down operations
The Outset will cease operations, with existing orders fulfilled and products remaining on Sephora and Amazon shelves.
By Felo News Desk · Published
Scarlett Johansson’s vegan, allergen‑free skincare brand The Outset announced on Wednesday that it will wind down operations, according to the brand’s website message.
The Outset, co‑founded with Kate Foster Lengyel in 2022, began as a direct‑to‑consumer line before securing retail deals with Sephora, Amazon and Nordstrom. The website states, “After an incredible journey, The Outset has made the decision to wind down operations. We’re so grateful to everyone who welcomed us into their routines and supported us along the way.”
Customers will still receive any pending orders, and the products may continue to be sold at Sephora and Amazon while existing stock lasts. The brand did not respond to ADWEEK’s request for comment.
JP Kuehlwein, an adjunct associate professor at Columbia Business School, told ADWEEK that roughly 75 % of new retail products fail within three to five years, and that the crowded skincare market makes it difficult for celebrity‑backed brands to stand out without strong promotional ties.
Key facts
- The Outset will wind down operations as announced on its website. (adweek.com)
- The brand was launched in 2022 by Scarlett Johansson and Kate Foster Lengyel. (adweek.com)
- Existing orders will be fulfilled and products may remain on Sephora and Amazon shelves. (adweek.com)
- JP Kuehlwein noted a 75% failure rate for new retail products within three to five years. (adweek.com)
Sources
- [1] adweek.com — originally reported as “Why Scarlett Johansson's Low-Profile Beauty Brand Couldn't Last”
