The Outset, the skin care line cofounded by Scarlett Johansson, has inked its first retail partnership.
,” she said. “It also feels like noise. That clutter is really where our opportunity lies, creating a brand that is really about paring back and returning to the essentials.”
Echoed Johansson in an email, “What we are offering from The Outset is what we’ve heard that the consumer is missing in their routines: a clean, nonirritating line of essentials that is the everyday foundation for great skin.” It’s that ethos that attracted Sephora. “We’re always looking to make skin care simple for the American market, because when you look at Asia, the U.S. is not a very advanced skin care usage or knowledge-based market.
“There are a lot of celebrity brands out there, and for every 10, we take maybe two or three,” she added. “It’s not like we’re launching these brands because they’re celebrity brands…the first thing we look for is if the product is disruptive, superior quality, innovative, and going to surprise our customer as a stand-alone without the name.”
Foster Lengyel declined to comment on sales, although industry sources expect the brand to reach $10 million at retail for its first year on the market.
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