Scarlett Johansson is launching her own beauty brand, how awful will it be?

Scarlett Johansson is launching her own beauty brand, how awful will it be?


Scarlett Johansson is a bandwagoner masquerading as a trendsetter. Years after women like Drew Barrymore, Salma Hayek, Kylie Jenner, Rihanna, Kim Kardashian and Lady Gaga started their beauty brands, now suddenly ScarJo thinks the world needs a beauty brand from her. I can just imagine it – ScarJo’s Korean sheet masks and Japanese creams! She’ll use some tree oils too, since she is the grandest of Japanese trees and she has every right to play Asian characters, trans characters and trees. What was I talking about? Oh, yeah, Scarlett’s beauty line:

Scarlett Johansson is the latest Hollywood mogul to launch a beauty brand. The Iron Man star will team up with the Najafi Companies, a firm that’s investing between $5 and $10 million in the as-yet-unnamed label, according to a report. Little is known about the initiative, including whether the products will be makeup or skin treatments or both. Either way, it will be the star’s first turn as an entrepreneur.

Johansson has previously been a brand ambassador for L’Oreal Paris, as well as a celebrity model for Dolce & Gabbana’s fragrance line, The One. In this case, however, she’ll be founder and chairman of the new company.

“Several years ago, I took a step back from my beauty deals with the goal of creating something true to me. The result is a clean, accessible approach to beauty,” Johansson said in a statement, according to the report in Women’s Wear Daily. Johansson’s brand is slated to come out early next year, according to the report.

Johansson tapped a former Juicy Couture executive, Kate Foster, to be chief executive according to Foster’s LinkedIn profile which says “Co-founder and CEO of new beauty company coming soon.”

“We are passionate about supporting ambitious and thoughtful founders and management teams who lead with integrity and vision,” chief executive of Phoenix, Ariz.-based Najafi Companies, Jahm Najafi told WWD. “Scarlett and Kate fit squarely in the type of leaders with whom we love to partner for the long term.”

[From The NY Post]

Just from a business perspective, I don’t understand why celebrity women are still trying to start beauty brands when the market is already pretty bloated. It’s like what happened to celebrity lifestyle sites after Gwyneth Paltrow’s Goop. Too many people bandwagoned on the trend and we ended up with Blake Lively waxing rhapsodic on the “allure of antebellum.” Too many celebs had lifestyle sites and now too many celebrities are doing beauty lines. I’ve said this before, but celebrities need to find a new “side business.” Start your own liquor company, start your own restaurant chain, start your own real estate business, just stop with the beauty companies, my God. And y’all know Scarlett will absolutely try to do her own versions of Korean sheet masks or something offensive like that. She can’t help herself.

Photos courtesy of Avalon Red.

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