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

Scarlett Johansson attends the Vanity Fair Oscar Party at Wallis Annenberg Center for the Performing...

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.

Scarlett Johansson attends the 77th Annual Golden Globe Awards, Golden Globes, at Hotel Beverly Hilton in Beverly Hills, Los Angeles, USA, on 05 January 2020. | usage worldwide

Photos courtesy of Avalon Red.

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37 Responses to “Scarlett Johansson is launching her own beauty brand, how awful will it be?”

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  1. Steph says:

    It’ll probably steal a lil bit of every POC’s product lines or it will be an outright copy of Fenty. Bc we all know that she’s an non-gendered, no ethnicity, non-human artist who can play any role! She will call it….Johenty.

  2. EnormousCoat says:

    Maybe she should just permanently play a tree. I’ve always gotten the sense that she thinks the racist and ignorant things she says make her provocative and intellectual. Anyway, she’s wrong and her being a mogul is evidence of the racial and ethnic and gender disparities faced by BIPOC and trans actors. Well now I will be grumbling for the rest of the day.

  3. Serena says:

    God, why.

  4. Jumpingthesnark says:

    It will be🤦🏽🤦🏽🤦🏽. Who will buy this crap from her? What is her niche? Karens??? Hmm, if it’s Karens she could make bank. Lotsa Karens out there…., will be interesting and probably appalling to see how she markets this

  5. Holland S says:

    Too many celebrities are doing liquor too. I don’t know why they are doing this. Do they not make enough money? Do they have a compulsion to hoard more? Does anyone think, “I wish I were like Scar Jo?” I understand her modeling because a certain demographic will want to be young, blonde, and pretty, but she’s also got a huge ego that is a turn off.

    I feel like there is no joy inside her. Just bitterness and complaints.

    • AnnaC says:

      I have the same thought…also when they do IG ads. I mean, doesn’t Reese Witherspoon have enough in the bank, and Kaley Cuoco too (just the two most recent I’ve noticed), etc.?

      • Holland S says:

        I met Reese and she was fake nice, but at least she was nice so I can’t knock her too much . (I was out shopping and was in line behind her. ) However, she is in EVERYTHING and if she’s not acting in it, she’s producing it. She doesn’t need money. If your lifestyle is too expensive, what happened to just dialing down your lifestyle?

        It’s like when celebrities started appearing on magazine covers crowding out the models. Now they are crowding out regular joes and working professionals within their adopted industries with celeb founded businesses.

    • psl says:

      Right? They are SO greedy!

  6. vexa says:

    Also, it’s not ‘her first time as an entrepreneur’ – she opened a popcorn shop (?!) in Paris, remember that??

    • Marie55 says:

      What?! I need to know more about her popcorn shop! That sounds like an idea tori spelling would have (god bless her!).

  7. Maria says:

    Will her pal Woody Allen direct the ads?

  8. Queen Meghan’s Hand says:

    Such a bandwagoner. What ScarJost should do is a TATTOO-CARE line! Like hello?! The line could also include temporary tattoos. Did someone pitch this to her and she turned it down?
    Think about it: beautiful packaging, lotions, spf, along with web and social media content on how to get tattoo safely and take care your tattoos, the changing stigmas…
    But of course we’re gonna get another version of a Korean skincare dupe and or a Fenty beauty ripoff.

    • Lili says:

      I kind of like that idea, i think its unique, loads of celebs have liquor and restaurants

    • BothSidesNow says:

      That is actually the best idea she should have come up with! She could showcase what ugly tattoos look like, her back for instance and the care of having tattoos and created a line of interesting tattoos too. Instead, she will be ripping off someone else’s ideas and continuing to be something that she is not, authentic.

  9. Eurydice says:

    Maybe this is a way for her to become a real celebrity. I mean, she’s kind of A minus list? But is she somebody people want to emulate? I don’t see any particular style from her.

  10. msd says:

    Urgh “clean.” I hate this trend so much. It’s meaningless marketing guff. “Chemical free” is even worse. So you’re selling a vacuum??

    Ditto “green.” A completely unregulated term that means nothing.

    The cleanest/ greenest thing to do is not make products we don’t need. I love beauty but there are too many brands and too many products. It’s completely nuts. We need fewer brands and fewer products.

    99% are doing what someone else has already done well. They aren’t innovating. What’s the point?

  11. Mimi says:

    I’m over all of the “lifestyle brands” I’m over all the “unique” perfumes I’m just over all of it

    • BothSidesNow says:

      I know. It’s all ridiculous. They see money and they want more. Why don’t they just keep their day job and let others that are authentic and innovative to create products that women want and need. The problem is that they are banking on their celebrity status to make more money, all the while ripping off other people.

  12. psl says:

    ENOUGH with the beauty lines! The market s totally oversaturated already. NO ONE ASKED FOR THIS.

  13. DuchessL says:

    I dont like her vibe even before the karen episodes. Her attitude is just, no.

  14. Dlc says:

    I get faux intellectual mean girl vibes from her. She seems to get along with dudes but not women?

  15. Rice says:

    I’m thinking she’ll have products like Cherry Blossom Leaves, Brown and Black Face creams, and Eyelid Tightening Oil for that Asian look.

    OMG I’m so over her and her sh*t.

    • Lyds says:

      Totally! I thought Kaiser was being way too nice with the Korean mask rip-off; I envision her line as “Inside the Actor’s Makeup Studio: How to do yourself up so you can pass for any race, nationality, ethnicity, gender and arbor!”

  16. Jules says:

    gee what a unique idea. eye roll.

  17. DiegoInSF says:

    ScarJo you ain’t JLo, I feel like JLo’s line has been so successful because it’s like how does she look 25 at 50? Side note, I remember when ScarJo was shady towards JLo because she hates being called ScarJo as if she was “some popstar” 🙄

  18. Sunnydaze says:

    Oh please. I’m so over celeb beauty lines, like there’s a chance in hell they would ever use their own crap, and if they do there’s not a doubt in my mind there’s some very skilled estheticians doing the heavy lifting with kybella, microneedling, hydro facials, etc. To be clear, I am an avid supporter of my medi spa, but it’s for that reason I understand these products are a money grab. Even the makeup lines…I’ve had the exact same results with Armani, Tom Ford, NARS, etc as nyx, Maybelline, and even wet n wild (if you have a good MUA on hand), with some exceptions (I love Fenty lipstick, omg). Maybe I’m wrong, but come on…

  19. Lena says:

    People putting out celebrity beauty lines are at least 5 years too late, including JLos. It’s an over saturated market but I understand why some entrepreneurs do it. You get a an investment from the celeb and they are instant marketing in a market that you need to have something to distinguish you from the millions of other shit. I blame the Kardashians but what do I know. I thought Kylie’s lip kits were a temporary fad.

  20. wow says:

    She’s gorgeous. I cannot lie. But she’s insufferable. She really does believe she’s the hottest sh*t and smarter than what she actually is (which isn’t much, she’s definitely not the brightest crayon in the box and has her head perpetually stuck in her own rectum).

    She’s dead to me since she supported Allen, so can’t say I’m wishing her the best.

  21. taris says:

    for a change i’d like to see women – especially famous ones – pour their money and smarts into genuinely innovative fields (like tech, clean energy, etc). not more shoes and handbags and beauty brands; we have so much of that already.

    thank you for coming to my ted talk.

  22. Bobbie says:

    Why the snark? She’s a hot woman. Maybe her products bestow a little magic on the user. :)

  23. KinChicago says:

    I would like to say YES to the tattoo lime and tattoo product idea- it is something of value, with a lot of room for growth.
    Gender neutral, across many age and income demographics… Those with tattoos paid a LOT for them and quality ink that isn’t toxic, care support so doesn’t fade or change color?
    Do it, a truly great idea!