RIP to Scarlett Johansson’s skin care brand, The Outset

The closure was announced as official by NBC News, which stated that The Outset has officially shutdown. People.com echoed the news with a headline that the brand shutters after four years. Coverage of the shutdown appears across a range of industry and entertainment publications. People.com, NBC News and Page Six framed the story as a straightforward closure, using language such as “RIP to Scarlett Johansson’s skin care brand.” The Business of Fashion published a brief noting the brand’s closure, while WWD ran a piece titled “What Makes a Celebrity Beauty Brand Stick?” that places the shutdown within a broader discussion of brand longevity.

The simultaneous publication times suggest a coordinated press release was distributed to these outlets. The Outset entered the market four years ago, joining a wave of celebrity‑backed beauty ventures that leverage star power to launch products. Industry commentary, such as the WWD article, has highlighted the challenges of sustaining consumer interest beyond the initial hype that surrounds a celebrity name. The current reports do not provide specific reasons for the shutdown, nor do they disclose financial performance or operational details.

As a result, the closure adds another data point to ongoing analysis of how celebrity affiliation translates into long‑term brand viability. Future reporting is likely to focus on any official statement from Johansson or the company’s investors, as well as potential filings that could clarify the legal and financial steps behind the shutdown. Analysts may also examine the impact on retailers that carried The Outset products and on competing celebrity beauty lines. Observers should watch for follow‑up pieces from the same outlets that initially covered the story, as they may provide deeper insight into market reactions and any broader industry trends.