The game of celebrity beauty lines has dealt in a new player — Scarlett Johansson.
Johansson is the latest in a string of celebrities slated to bring a beauty brand to market. It is the actress’ first play as an entrepreneur, and her unnamed line is expected to launch in early 2022.
“I’ve been fascinated by the transformative power of beauty since I 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,” Johansson said in a statement.
The line is being funded by The Najafi Companies, the same investors behind Pattern by Tracee Ellis Ross, Moon Oral Care, Beach House Group and Florence by Mills. Industry sources said the initial investment falls within the range of $5 million to $10 million, and that Johansson and her cofounder, Kate Foster, will have ongoing access to capital.
