There’s no end in sight for celebrity beauty brands, huh? The KarJenner, Rihanna, JLo and even odd pairing Vanessa Hudgens and Madison Beer dropped the bombshell news—and the list goes on. Remember in the early 2000’s where celebs were dropping their own fragrance left and right? Welp, looks like skincare brand is the new fragrance in this era.
The newest A-lister to enter the beauty industry is none other than Marvel’s Scarlett Johansson. Deviating from her decades-long career acting and producing, the Black Widow star says that she’s been quietly working on this new project in the beauty space for quite some time.
So, what makes her line differ from others? Don’t worry, Beauty Insider did some digging, and here’s what we know so far.
While the specifics of the line are still a mystery, ScarJo has called the project a “clean, accessible approach to beauty” in a statement via WWD, citing the launch as the reason she took a step back from previous high-profile beauty deals a few years ago. The star was notably the face of L’oreal Paris for several years and previously an ambassador for Dolce & Gabbana’s fragrance, The One.
The blonde bombshell said, “Several years ago, I took a step back from my beauty deals with the goal of creating something true to me.’’ The actress then continued, “I have been developing my own skin-care line for the past three years. This last year has really allowed me to dedicate a ton of time to it. It’s been a labour of love, but I’m so excited to share that with the world.”
In the press release she also stated, “I’ve been fascinated by the transformative power of beauty since I was a child. My mother instilled in me a passion for self care from my early teenage years.’’
To bring the brand to fruition, Scarlett is partnering with Kate Johnson, who has worked with Juicy Couture and Victoria’s Secret in the past. The Najafi Companies are the investors, who also host Tracee Ellis Ross’ Pattern and Millie Bobby Brown’s Florence by Mills in their roster. And the Black Widow star will serve as the founder and chairman.
“It’s so rare to find the right partners with the right products at the right time,” Jahm Najafi, founder and CEO of The Najafi Companies said in a press release. “With Scarlett and Kate, it became immediately clear to us that this is a special opportunity.” He continued: “Scarlett has been on a mission and her level of commitment, engagement and passion is both inspiring and a key differentiator in the marketplace.”
Even so, there is still very little we know about it so far. Including where it will be available, what the products will be, or what brand itself will be called. However, the 36-years-old actress seems to be confident that her brand is going to do well, explaining, ‘’This brand is powerful enough to stand apart in a crowded market, combining real consumer insights around clean skincare with (Scarlett’s) talents as a visionary creator […] I’ve been testing out all of our products.’’
Oh anyway, fans around the world have also shown love towards the beloved Natasha Romanoff’s future skincare brand. They took to Twitter to express their excitement.
“If there’s anyone I believe has true and natural beauty, no photoshop, no artifice, it’s Scarlett Johansson. So I’m certainly going to buy her products,” one fan wrote. Another added: “Internal thoughts: Now is the time to stop spending your money on books and buy makeup you probably won’t use just because it’s from the beauty line of Scarlett Johansson.”
But best believe the star’s radiant glow serves as an endorsement enough for us to carefully track any and all updates right up until we can get our hands on whatever moisturiser she’s wearing. We can’t wait.