Scarlett Johansson's The Outset Skin Care Brand Closes After Four Years

Key points

• The Outset, founded by Scarlett Johansson in March 2022, announced its closure via a statement on its website, stating it has 'made the decision to wind down operations.'
• Online ordering has ceased, but the brand confirmed that all existing orders will still be fulfilled; products remain available at third-party retailers like Nordstrom, Amazon, Revolve, and Goop.
• The brand's bestsellers included the $68 Total Clarity Dark Spot Serum, $28 Lip Oasis Glossy Treatment, and $34 Exfoliating Caffeine Micro Polish, all marketed as vegan, cruelty-free, and fragrance-free.
• The closure follows a trend of celebrity beauty brand shutdowns in 2026, including Gwen Stefani's Gxve Beauty (closed February 2026) and Kate Moss's Cosmoss (liquidation in 2025).
• Industry analysts suggest that while celebrity status generates initial awareness, long-term success depends on product efficacy and repeat purchases, a factor where The Outset may have struggled compared to competitors like Rare Beauty and Rhode.

Background

The Outset launched in March 2022 as a clean, sensitive-skin-friendly skincare line. It was positioned as an accessible, science-driven brand with a focus on vegan and cruelty-free formulations. The brand gained attention through Johansson's personal endorsement and retail placement at Sephora. In the broader context of the beauty industry, celebrity brands have faced increasing scrutiny regarding their longevity, with several high-profile closures in 2025 and 2026. This closure occurs amidst a period where Johansson is actively engaged in film projects, including 'Paper Tiger' and 'The Batman: Part 2,' which may have influenced her focus on the brand's operations.

How outlets are covering it

Page Six emphasizes the emotional reaction of fans and the practical advice to purchase remaining inventory before it disappears, highlighting specific popular products like the Lip Oasis Glossy Treatment. NBC Selected focuses on the consumer impact, providing a list of editor-approved alternatives for sensitive skin, such as La Roche-Posay and Kiehl's, to help customers transition. WWD offers a broader industry analysis, contextualizing The Outset's closure within a pattern of celebrity brand failures (Gxve Beauty, Cosmoss) and contrasting them with successful brands like Rare Beauty and Rhode. WWD cites industry experts who argue that celebrity fame is an 'acquisition advantage' but not a sustainable business model without consistent product innovation and repeat customer loyalty. The outlets agree on the closure but differ in focus: Page Six and NBC Selected are consumer-centric, while WWD is industry-centric.

Why it matters

The closure of The Outset signals a shift in the celebrity beauty landscape, where initial hype is no longer sufficient to sustain a brand. It highlights the importance of product efficacy and repeat customer loyalty over mere celebrity endorsement. For consumers, it underscores the volatility of celebrity-owned brands and the need to diversify skincare routines. For the industry, it reinforces the trend that expert-led and innovation-driven brands are outperforming celebrity-led ones in long-term market share and growth.

What to watch

Consumers are expected to seek alternatives, with retailers like Nordstrom and Amazon likely to see increased sales of remaining The Outset inventory before it is fully depleted. Industry analysts predict a higher bar for new celebrity beauty entrants, with consumers and retailers demanding stronger brand stories and product performance. The success of brands like Rare Beauty and Rhode may continue to set the standard for celebrity beauty, while others may face similar closures if they fail to convert initial attention into repeat purchases.