06.14.23
Actress Scarlett Johansson’s skin care brand, The Outset, which has an outpouring of supporters outside the US, has landed in the UK.
The brand was launched in 2022 with beauty veteran Kate Foster, who previously worked in beauty at Victoria’s Secret and Juicy Couture. The brand will launch at Cult Beauty, a web store which sells cosmetics and specializes in independent brands, on June 14.
Among the items sold will be the Gentle Micellar Antioxidant Cleanser, Firming Vegan Collagen Prep Serum and Nourishing Squalane Daily Moisturizer.
According to the brand, what sets The Outset apart from other anti-aging skin care offerings on the market is its use of Hyaluroset complex, a botanical alternative to hyaluronic acid. The complex aims to provide lasting hydration while plumping and smoothing skin. Some 2,700 so-called harmful ingredients were excluded in the formulation of the products with an emphasis on clean ingredients.
Because more than half of The Outset’s social community exists outside the US, Johansson reportedly told media she is looking to forge a deeper relationship with her European customers, who have traveled to Sephora where the brand is sold in the US, to map out where future expansion plans. A reported 30% of customers are men with repeat-customer rates of 40%.