Observed Signal · Oct 1, 2026 · Business Closure · Source: Adweek · Impact: 1/5 · Sentiment: Negative
Scarlett Johansson's Beauty Brand The Outset Winds Down
Scarlett Johansson's vegan skincare brand, The Outset, has announced it is winding down operations, according to a message on its website. The brand, co-founded with Kate Foster Lengyel in 2022, initially launched as a direct-to-consumer venture before securing retail partnerships with Sephora, Amazon, and Nordstrom. The closure is attributed to a lack of prominent celebrity endorsement, as Johansson deliberately stayed out of the spotlight in marketing efforts. Industry expert JP Kuehlwein of Columbia Business School notes that celebrity brands typically rely on the founder's visibility for success, and The Outset's low-profile approach undermined its credibility and consumer interest. Existing orders will still be processed, and products may remain available at retail partners while stock lasts. The brand did not respond to requests for comment, and official closure details have not been released.
The closure of a celebrity beauty brand is a minor brand marketing event, not directly relevant to AdTech/marTech infrastructure or the digital advertising ecosystem.
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Key Takeaways & Evidence Grounding
- The Outset, Scarlett Johansson's skincare brand, announced it is winding down operations.
- The brand was co-founded by Scarlett Johansson and Kate Foster Lengyel in 2022.
- The Outset launched as a DTC brand and later partnered with Sephora, Amazon, and Nordstrom.
- JP Kuehlwein, Columbia Business School professor, cites the lack of celebrity prominence as a likely reason for the brand's failure.
- Existing orders will still be processed, and products may remain in retail stores while stock lasts.
Connected Companies & Entities
3 Entities mapped“Customers may also continue to see The Outset products on shelves at Sephora or available on Amazon as the retailers still have the line in ...”
“Customers may also continue to see The Outset products on shelves at Sephora or available on Amazon as the retailers still have the line in ...”
“The brand started out as a direct-to-consumer operation and later secured deals with retailers including Sephora, Amazon, and Nordstrom....”
Ontology Mapping & Concepts
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