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.”
Money
TO MAKE $$$$
She wants to make beauty accessible to to 3 billion people who live on $2 a day?
£££ $$$ €€€
You mean apart from wanting to make money?
Skincare is important skincare
kaching! :).
Money 💵
Guess I know what to buy today
to lose money? Obviously, NObody starts companies to make money do they?
Ummm, money?
Easy. Her investor management talked her into it
Was it to make money out of poor saps who don’t know any better
The money…
She’s turning into Gwyneth. Not great.