Scarlett Johansson's clean skin care brand, The Outset, announced on its website earlier this week that it will wind down operations, four and a half years after launching in March 2022. The brand, which temporarily sold products at Sephora, included offerings such as a $34 Exfoliating Caffeine facial scrub and a $68 Total Clarity Dark Spot Serum. This closure follows a series of recent failures within the celebrity beauty market.
Read More
Gwen Stefani's Gxve Beauty, another brand launched in 2022, ceased operations in February after briefly selling its makeup at Sephora. Additionally, Kate Moss' Cosmoss skin care line entered liquidation proceedings in 2025, just months before Drew Barrymore's Flower Beauty, a mass makeup brand incubated by Maesa, closed after nearly 13 years.
The landscape for celebrity beauty brands is becoming more complex. Gwyneth Paltrow's Goop underwent restructuring in 2024 to concentrate on fashion, beauty, and food, while Rihanna's Fenty Beauty, once a standout brand since its debut in 2017, has experienced a slowdown. However, Fenty recently launched a revamped foundation with a focus on shade inclusivity.
In contrast, brands like Hailey Bieber's Rhode, Selena Gomez's Rare Beauty, Lady Gaga's Haus Labs, and Beyoncé's Cécred continue to thrive, gaining attention and sales. Larissa Jensen, senior vice president and beauty industry adviser at Circana, emphasized that beyond the celebrity factor, product efficacy is crucial for success. Rare Beauty, known for its Soft Pinch liquid blush, achieved $400 million in net sales in 2025, as reported by WWD's annual Top 100 Beauty Companies ranking. Rhode was acquired by E.l.f. Beauty last year in a $1 billion deal and has since set records at Sephora in the U.K. and became the biggest brand launch in history at both Sephora North America and Mecca Australia.