LONDON — Scarlett Johansson’s The Outset, which she launched with beauty veteran Kate Foster, is coming to the U.K.

Johansson and Foster, who serves because the brand’s chief executive officer and has worked in beauty at Victoria’s Secret and Juicy Couture, launched the brand in 2022.

“It’s vital to set your boundaries so you can give your best to the things that you just prioritize. With the ability to delegate is critical to the success of any ambitious project. We’ve lots of mothers working on our team at The Outset and it looks like mothers are especially gifted at multitasking,” said the actor, who’s launching within the U.K. with Cult Beauty on June 14.

The cosmetics retailer will sell the brand’s Gentle Micellar Antioxidant Cleanser, Firming Vegan Collagen Prep Serum and Nourishing Squalane Every day Moisturizer, ranging from 32 kilos.

The Outset uses a signature Hyaluroset complex, a botanical alternative to hyaluronic acid, in all of its products that is supposed to supply lasting hydration, plumping and smoothing. The brand said it excluded 2,700 harmful ingredients from its products and looked to only clean ingredients.

“Our U.K. community members have been particularly vocal asking for the brand, and we’ve seen that lots of them have traveled to the U.S. to buy The Outset at Sephora,” said Johansson, explaining that she desires to forge a deeper relationship along with her European customers to be able to determine where to expand to in the long run.

Greater than 50 percent of The Outset’s social community comes from outside the U.S.

The brand has a combined social reach of 769,000 across Instagram and TikTok, and has 4,000 5-star reviews. In accordance with the corporate, 30 percent of consumers are men and the repeat customer rate stands at 40 percent.

The business is expecting to double its numbers this 12 months. 

In accordance with industry sources, the brand was expecting to achieve $10 million at retail for its first 12 months available on the market in 2022, which is when it entered Sephora.

Foster said the corporate has been “selective about retail expansion at this early stage.”

The thought had been brewing for five years for Johansson, who suffers from very sensitive skin. She teamed up with Foster to play scientists until they got here up with a clean product.

In a sea of celebrity-founded lines, The Outset considers itself an indie brand.

“We expect like an indie brand and set goals for ourselves to earn the chance to take the following step. Last 12 months was all about launching, learning and optimizing. This 12 months is actually about growth, engagement and capitalizing on efficient opportunities for growth,” said Foster, who’s spearheading the business side.

“We’ve a five-year strategic plan with a product development roadmap, nevertheless it can be premature to debate. At every stage our goal is to take heed to the client and let those insights inform future plans,” she said.

Johansson was a longtime beauty ambassador in her 20s, starring in campaigns for Dolce & Gabbana.

“I met so many generous and intelligent leaders in the sweetness industry who taught me in regards to the various business models and helped me determine which path was the correct one to take to be able to bring this vision to life; that’s how I made up my mind that I desired to do it independently with a cofounding partner,” she said, adding that it was the one way she could get her hands dirty in the method.