Scarlett Johansson’s new skincare line has sparked a debate over the oversaturation of famous beauty brands

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“The company has outgrown the need for celebrity skincare lines.”

Scarlett Johansson adds “founder” to her overflowing resume.

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After announcing the new venture in June last year, the Marvel superstar officially shared a first look at her skincare brand, The Outset.

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Fans finally caught a glimpse of the six-piece clean cosmetics line on The Outset’s official Instagram page, which launched earlier this week with a series of minimalist promotional photos and behind-the-scenes teasers.

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Discussing the launch with Vogue for their March issue, Scarlett – the co-founder and face of the brand – explained what inspired the company and what sets The Outset apart from the group of well-established skincare brands.

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“I’ve been the face of several luxury brands throughout my career, and all of those experiences have been truly wonderful. But – how to say that? I guess I always felt like I played a part in those campaigns,” she said. “As I evolved, I wanted to create and represent a brand that was loyal to me.”

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As Scarlett explains to the writer, her philosophy for The Outset is to keep it simple and prioritize “clean” formulas with a less-is-more approach to skincare — which, for some fans, seems a little ironic in the crowded field of celebrity beauty brands.

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Scarlett follows in the footsteps of countless celebrities who have recently traded their day jobs for the world of entrepreneurship. Over the past two years, we’ve seen the launch of beauty brands like Harry Styles, Selena Gomez, Jennifer Lopez, Ariana Grande, Machine Gun Kelly, Ellen DeGeneres, Hailey Bieber, Jennifer Aniston, Billie Eilish, Addison Rae and Priyanka Chopra. Jonas.

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Following the launch of The Outset this week, fans gathered on Twitter to discuss Scarlett’s journey, with many feeling a bit drained by the arrival of yet another celebrity-founded beauty line.

“Isn’t there anything else celebrities can throw? Skincare is oversaturated,” someone replied.

@PopCrave Is there anything else celebrities can throw? Skincare is oversaturated.


Twitter: @AngelinaWangira

“I want the celebrity skincare lines to stop,” wrote another, comparing the trend to the influx of celebrity fragrances that dominated the 2000s and 2010s. but worse.”


Twitter: @beebssaid

“So sick of the celebrity skincare lines, can we come up with something else,” another added.


Twitter: @Samsjai

Interestingly, fans seemed to take issue with the prospect of a skincare line a bit more than the usual makeup brands. They quickly noticed that celebrity skincare brands are built on the promise that the products will give you the same polished skin as your favorite celebrity, who probably achieved her glow with the help of the world’s best dermatologists and specialist procedures. .

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“I’m sick of random celebrities posting a skincare line when we all know they don’t use it and have access to ridiculously expensive skincare,” wrote someone on Twitter in response to Scarlett’s announcement.

I’m sick of random celebrities posting a skincare line when we all know they don’t use it and have access to ridiculously expensive skincare https://t .co/tZCwW22it3


Twitter: @rachellord22

“Celebrity skincare brands are really weird because I’ve never looked at a celebrity’s skin and thought anything other than thousand dollar treatments were responsible,” another agreed.

celebrity skincare brands are really weird because i’ve never looked at a celebrity’s skin and thought anything other than thousand dollar treatments were responsible


Twitter: @saekoswife

“Celebrity skincare lines are crazy to me they have DERMs and SURGEONS,” someone else added.


Twitter: @wickedseahag

“You really think celebrities who treat themselves to high-end facials and high-end skincare are aging well because of the products they recently asked someone to make…” joked another user.

@Vogue2_0 @PopCrave You really think celebrities who treat themselves to high-end facials and high-end skincare age well thanks to the products they recently asked someone to make… 💀💀 💀💀


Twitter: @_IGetNoBitches_

Despite this, one person pointed out that, for the most part, fans will be happy to buy into their favorite celebrity’s new venture, whether or not it makes sense.

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“Whenever a new celebrity makes a skincare line, I always think people are serious and yes, people will buy anything if their favorite celebrity is attached without thinking ‘is that makes sense,'” they said.

Whenever a new celebrity launches a skincare line, I always think people are serious & amp; yes, people will buy anything if their favorite celebrity is attached without thinking “does that make sense”.


Twitter: @_sincerelyAshT

Other fans have questioned the celebrities’ creativity, accusing them of mass-producing lackluster cosmetic lines for monetary gain without actually adding value to the market.

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“As I understand they want to have brands outside of [whatever] they do, but it’s so cheap and easy to get someone to mass-produce skincare (and booze, I watch random celebrity booze) and slap a celebrity on it someone said.

as I understand they want to have brands outside of what they do, but it’s so cheap and easy to get someone to mass-produce skincare (and alcohol, I staring at you random celebrity boozes) and slapping a celebrity’s face on it


Twitter: @shannonkardassh

“The lack of creativity of famous people is worrying. Ever since Rihanna started Fenty, they’ve all been doing the same thing,” someone else agreed, mentioning Rihanna’s billion-dollar Fenty empire, which – unlike other celebrity brands – has was duly credited for changing the face of the industry with its unprecedented 50-shade foundation. interval.

Caroline Mccredie / Getty Images for Fenty Beauty by Rihanna

“They also release the same type of merchandising with the same style. It gets boring, they’re supposed to be artists and artists are supposed to be creative,” they continued.

@PopCrave Famous people’s lack of creativity is disturbing. Ever since Rihanna started Fenty, they’ve all been doing the same thing. They also release the same type of merchandising with the same style. It gets boring, they’re supposed to be artists and artists are supposed to be creative.


Twitter: @kcatlm

That’s not to say Scarlett’s line isn’t creative or something she’s not really enthusiastic about — she herself said The Outset is a lifelong “passion project.” But that does not erase the problem of the climate crisis and the risk that bringing a new range of products to market will only add to the accumulation of single-use waste that threatens the environment.

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“I’m so serious when I say this: society has outgrown the need for celebrity skincare lines,” writer Sophie Ross said on Twitter.

I’m so serious when I say this: society has outgrown the need for celebrity skincare lines


Twitter: @SophRosss

“And if you launch a skincare line, as a celebrity, you should be contractually obligated to never talk about the environment, sustainability or climate change again,” she added.

And if you launch a skincare line, as a celebrity, you should be contractually obligated to never talk about the environment, sustainability or climate change again.


Twitter: @SophRosss

Of course, one family no stranger to criticism like this is the Kardashian-Jenner clan, whose diverse cosmetics businesses encompass everything from makeup and fragrances to sunscreen and skincare for adults and babies.

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One particular part of the Kar-Jenner empire that recently came under fire was Kylie Jenner’s billion-dollar company, Kylie Cosmetics.

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After launching the brand in 2015 with a trio of lip kits, Kylie has since made a name for herself creating themed collections throughout the year. And despite the historic success of these special editions, this year’s Valentine’s Day bundle fell a bit flat for some fans.

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The collection – which consisted of a pressed powder palette⁠, blushes⁠, highlighter, two matte lip kits⁠, lip gloss set⁠, false eyelashes⁠ and eyelashes⁠. ‘a lip balm set⁠ – was heavily criticized and accused of being ‘useless’ after fans noticed it looked a little too much like her past collections.

“Is it really necessary to release new makeup collections EVERY year for EVERY party? at this point you are selling the same colors in new packaging. so unnecessary. this is a subtweet for kylie cosmetics. I see the same thing recycled every holiday,” one person tweeted, calling the versions repetitive and “useless.”

is it really necessary to release new makeup collections EVERY year for EVERY party? at this point you are selling the same colors in new packaging. so unnecessary. this is a subtweet for kylie cosmetics. I see the same thing recycled at every party.


Twitter: @abruptandrea

Likewise, many others accused Kylie of literally repackaging her existing products for the Valentine’s Day collection, adding that they were tired of the “upcycled” launches.

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“Does anyone still buy Kylie cosmetics… she keeps dropping those palettes. I’m starting to think she recycles,” someone said.

Does anyone still buy Kylie cosmetics… she keeps dropping those palettes. I’m starting to think she recycles.


Twitter: @whereyouhavebeen

Kylie did not respond to the backlash. However, the flurry of criticism surrounding celebrity businesses speaks to a changing landscape in which the tide may have turned for celebrity beauty brands.

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