Scarlett Johansson's Beauty Brand The Outset Announces Closure

Experts attribute The Outset's closure to a combination of two factors: the extreme saturation of the skincare market and the underuse of the brand's key asset — the star's name. As JP Kuehlwein, adjunct professor at Columbia Business School, noted in a comment to ADWEEK, in an environment where the skincare category is overcrowded and celebrities are launching their own ventures en masse, the disappearance of such brands comes as no surprise.

The figures support this assessment. According to data cited by Kuehlwein, about 75% of new products launched into retail disappear from shelves within three to five years. The rate varies from industry to industry, but skincare remains one of the hardest categories to enter.

To establish itself in the market, a brand needs a distinctive asset: a revolutionary ingredient, an emotional founding story, or a recognizable face. For brands built around a celebrity, this promotional tool is built into the model itself. A classic example is Gwyneth Paltrow, who personally embodies her brand, Goop.

Johansson chose the opposite strategy. The actress was virtually absent from The Outset's communications — and it seemed to be a deliberate choice: she wanted to build a brand that did not rely solely on her name. But, as Kuehlwein explained, in doing so she sacrificed the product's credibility.

"We use this cream to become Scarlett. If that connection isn't convincing, if there's no strong link, the value proposition quickly loses its appeal — which is seemingly what happened here," the expert said.

Analysts' final conclusion: The Outset most likely closed because its famous co-founder was not visible enough at the forefront of marketing. The brand lost its main competitive advantage in a category where only a few survive without a strong differentiator.

The Outset case clearly illustrates the risks of celebrity entrepreneurship: a big name alone does not guarantee demand, but refusing to use it deprives the brand of a key competitive tool.