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Another Celebrity Is Launching a Celebrity Beauty Brand

Scarlett Johansson, your newest beauty entrepreneur. Photo: Getty Images

If you’ve been clutching your celebrity beauty bingo card, wishing and hoping for a beauty line dreamt up by … Scarlett Johansson(?), today is your lucky day.

WWD reports the actress is the latest celeb to throw another celebrity beauty line into a mix that is now so congested, it’s probably going to require a prescription-grade retinoid. Little is known about the brand so far other than it’ll be by ScarJo, it’ll be rooted in self-care, it’ll be here in early 2022, and it’ll be “a clean, accessible approach to beauty,” as Johansson put it, which can kind of mean anything these days, considering everyone has a different definition of “clean” (and “accessible” and “beauty” and also “self-care,” come to think of it.)

The label will be funded by the Najafi Companies, the same minority investors behind Beach House Group, whose brands include Tracee Ellis Ross’s hair-care line Pattern, Kendall Jenner’s tooth line Moon Oral Care, and Millie Bobby Brown’s Gen-Z beauty line Florence by Mills. I know what you’re thinking, but co-founder Kate Foster, a former Juicy Couture exec, assured WWD that this won’t be just another celebrity beauty brand but rather “a brand that fills a void in the market and addresses a true consumer need.”

Considering Rihanna, Selena Gomez, Lady Gaga, Alicia Keys, J. Lo, Gabrielle Union, Nicole Kidman, Taraji P. Henson, Miranda Kerr, basically every Kardashian/Jenner, Kristen Bell, Michelle Pfeiffer, Drew Barrymore, Halsey, Pharrell, a whole bunch of other music guys, possibly Harry Styles, and the aforementioned Ross and Brown have all taken a stab at it, I sincerely cannot wait to find out what said unfilled void is. Skin-care routines specifically for large back tattoos? Acne scar creams that employ fun ScarJo wordplay? Vitamin gummies you ingest via lipstick? The suspense is killing me.

Another Celebrity Launching Celebrity Beauty Brand