Minimalist clean skincare co-founded by Scarlett Johansson, built on a 'less is more' philosophy and rapid Sephora distribution from day one.
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See all ads on AdLibrary →The Outset is a minimalist clean skincare brand co-founded by Scarlett Johansson and Kate Foster, launched March 2022. Positioned around the idea of a simple, restorative starting point for any skincare routine, it entered Sephora and Goop within two months and reported 999% growth in 2025, establishing itself among the fastest-growing celebrity beauty brands. Also searched as The.
The Outset leans on Scarlett Johansson's media footprint as an organic acquisition engine, supported by targeted Meta ads for retargeting Sephora browsers and DTC site visitors. Creative emphasizes minimalism — white space, clean product shots, and science-backed messaging around barrier support. Browse The Outset ads on AdLibrary.
On Instagram, The Outset runs editorial-quality static and video ads that reinforce its 'quiet luxury' skincare positioning. Facebook campaigns target Sephora shoppers and clean beauty enthusiasts, 25–45. Retargeting ads highlight the brand's hero Nourishing Squalane Cleanser and the Firming + Peptide Moisturizer, often pairing before/after content with Scarlett's personal testimonials.
Copy themes center on simplicity and quality: 'your skin, simplified,' 'clinically tested clean,' and the brand name's own metaphor — the outset as a fresh start. Ads avoid cluttered ingredient lists, instead spotlighting one or two hero actives per product. Tone is calm, informed, and confident rather than hype-driven.
The Outset demonstrates that a celebrity-founded brand can accelerate retail credibility by securing premium stockists (Sephora) at launch rather than building DTC first. The minimalist product line reduces decision fatigue and supports high AOV per transaction. Their 999% 2025 growth signals that compounding earned media from Johansson's press coverage drives LTV-positive customer acquisition at a fraction of pure paid-media cost.
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