Scarlett Johansson’s The Outset Shuts Down
Earlier this week, Scarlett Johansson’s clean skin care brand, The Outset, announced the decision to wind down operations after approximately four-and-a-half years since its launch in March 2022.
Industry Context
The Outset, known for its products like the $34 Exfoliating Caffeine Facial Scrub and the $68 Total Clarity Dark Spot Serum, is not alone in recent closures among celebrity beauty brands. In February, Gwen Stefani’s Gxve Beauty also ceased operations, and Kate Moss’s Cosmoss brand entered liquidation proceedings earlier this year. This follows Drew Barrymore’s Flower Beauty, which closed after nearly 13 years.
Changing Landscape of Celebrity Beauty
As the celebrity beauty industry evolves, some brands face uncertainty. Gwyneth Paltrow’s Goop has restructured to focus more on fashion and food, while Rihanna’s Fenty Beauty has slowed down despite a recent launch aimed at improving shade inclusivity. In contrast, brands like Hailey Bieber’s Rhode, Selena Gomez’s Rare Beauty, Lady Gaga’s Haus Labs, and Beyoncé’s Cécred are thriving, demonstrating strong business growth and positive buzz.
Larissa Jensen, a senior vice president at Circana, noted, “What separates winning brands from struggling ones is that even if a celebrity garners attention, product efficacy is what ultimately prevails.”
Success Stories
Rare Beauty, known for its Soft Pinch Liquid Blush, recorded $400 million in sales in 2025, showcasing its success. Rhode was acquired by E.l.f. Beauty in a billion-dollar deal, marking significant achievements at major retailers like Sephora. Haus Labs has seen continuous annual growth since its relaunch in 2022, while Cécred’s products have also been credited with driving growth in the hair care category.
The Role of Celebrity in Brand Longevity
Industry experts emphasize that while celebrity backing can create initial awareness, sustainable success hinges on product performance, consistent innovation, and authentic founder involvement. Manola Soler from Alvarez & Marsal stated, “A well-known founder can generate immediate attention but cannot guarantee repeat purchases.”
The Market Dynamics
Despite their cultural influence, celebrity beauty brands represent a small segment of overall beauty sales, accounting for roughly 1% of prestige sales in categories like makeup, hair, and skin care. However, brands that manage to maintain relevance can create excitement and drive innovation in the industry.
Jensen further explains, “Celebrity beauty is not going away… Brands that survive will meet high standards and evolve beyond the celebrity’s name.”
In conclusion, while the celebrity beauty sphere experiences both closures and successes, the focus is shifting towards those brands that can sustain consumer interest through quality and innovation, regardless of star power.
