And while she is obviously the name behind it, the two-time Oscar nominee approached the venture like an entrepreneur.
“Kate was not necessarily looking to get into something, but she was curious,” Johansson recalls. “I liked that about her. Curiosity, to me, is a highly desirable quality in any successful creative.” Long before Foster came aboard, Johansson spent five years market-testing with prestige beauty consumers to understand their needs and their pain points. The two learned that 96% of prospective consumers were more interested in preserving skin health than in transforming its appearance, which reassured their clean, simplified take on skin care. The Outset then eliminated more than 2,700 ingredients, resulting in a vegan and allergen-free product line.
Najafi, meanwhile, says he liked that The Outset was driven by passion, but not a passion project. “We were attracted to Scarlett and Kate’s approach that The Outset brand and products should stand on their own,” he says, “distinct from a celebrity persona, and remain customer-centric where the customers are, in many ways, the protagonists in this story.”
No doubt it will be a dull whitewash.
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