Actress Scarlett Johansson will launch a line of cosmetics early next year. The unnamed brand is backed by The Najafi Companies, the same investors behind Beach House Group, Florence by Mills
and other beauty startups. Johansson's co-founder is Kate Foster, a beauty industry veteran who worked at Victoria's Secret
and Juicy Couture.
Although she brings plenty of star power, Johansson enters an increasingly-crowded beauty playing field. In recent years, indie beauty companies
have set the trends. Meanwhile, celebrity launches
continue and multinationals such as L'Oréal
and Procter & Gamble
, still account for the lion's share of the market.