Another day, another celeb beauty line. This time, Scarlett Johansson is joining the legions of famous people launching their own brand.
Look, I’ve got nothing against Scarlett Johansson. She was great in Marriage Story, JoJo Rabbit, and I long with the world’s comic book nerds are frothing at the mouth for Black Widow, in which she revisits her superhero persona in a Marvel origins story.
But I’m going to say it right now: We do not. Repeat. Do not need another celebrity skincare line, I don’t care how radiant you are.
While appearing on Good Morning America, the Avengers star said she’d been quietly working on a new project in the beauty space for quite some time.
Like what you see? Sign up to our bodyandsoul.com.au newsletter for more stories like this.
“I have been developing my own skin-care line for the past three years,” she said, adding that the pandemic, which halted production on Black Widow, afforded her time to focus on developing the brand.
“This last year has really allowed me to dedicate a ton of time to it… It’s been a labour of love, but I’m so excited to share that with the world.”
In a statement to L’Officiel, the actor described how she’s been enamoured with “the transformative power of beauty” since she was a child.
“My mother instilled in me a passion for self-care from my early teenage years. 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.”
While it feels like an already bloated celebrity beauty-backed market (er hello, JLo, Rihanna, Selena Gomez, Pharrell Williams, Alicia Keys, Kylie Jenner, Millie Bobby Brown), Johansson’s co-founder, entrepreneur and beauty/fashion executive Kate Foster told Refinery29 she’s confident it’ll still stand out.
“This brand is powerful enough to stand apart in a crowded market, combining real consumer insights around clean skincare with Scarlett’s talents as a visionary creator,” she said.
“The appeal is timely and universal, and the line is the result of years of effort and persistence from Scarlett to get it just right.”
Good luck to her, I guess.