The new company is co-founded with entrepreneur and beauty/fashion executive Kate Foster Lengyel, with full funding provided by private investment firm The Najafi Companies, which has already backed brands including Tracee Ellis Ross' Pattern Beauty, Beach House Group, Moon Oral Care, and more.
Johansson serves as the chairman of the new company, while Foster is the CEO.
Details about the brand are vague, with Johansson telling Good Morning America this week that she’s been developing the skin-care line for the past three years, educating herself on the market, formulations, and brand identity, and that the pandemic gave her the opportunity to focus on the project.
“This last year has really allowed me to dedicate a ton of time to it,” Johansson told GMA. “It's been a labor of love, but I'm so excited to share that with the world.”
“The result is a clean, accessible approach to beauty,” said Johansson in a press release.
Co-founder Foster told Refinery29 that: “This brand is powerful enough to stand apart in a crowded market, combining real consumer insights around clean skin care with Scarlett's talents as a visionary creator. The appeal is timely and universal, and the line is the result of years of effort and persistence from Scarlett to get it just right."
Jahm Najafi, Founder and CEO of The Najafi Companies, added: “It's so rare to find the right partners with the right products at the right time. With Scarlett and Kate, it became immediately clear to us that this is a special opportunity.
“Scarlett has been on a mission and her level of commitment, engagement and passion is both inspiring and a key differentiator in the marketplace. We are thrilled to be supporting Scarlett's entrée into entrepreneurship and are so excited for the future of this company.”
Johansson is no stranger to the cosmetics industry, having served as an ambassador for luxury cosmetics companies. She follows a host of celebrities launching beauty and skincare brands, including Alicia Keys (Key Soulcare), Selena Gomez (Rare Beauty), Jennifer Lopez (JLo Beauty), Rihana (Fenty Skin), Millie Bobby Brown (Florence by Mills), and pretty much every member of the Kardashian/ Jenner clan.