Hollywood megastar Scarlett Johansson is set to be the next celebrity to enter the beauty sphere.
Johansson, who is currently gracing cinema screens in Marvel spy thriller Black Widow, is collaborating with The Najafi Companies with a goal of bringing the as-yet-unnamed cosmetics brand to market in 2022.
The private investment firm has a solid history in celebrity beauty funding, having worked with Pattern by Tracee Ellis Ross, Kendall Jenner’s Moon Oral Care and Florence by Mills, named for actress Millie Bobby Brown.
The first investment is said to be between US$5-10m, according to WWD, and Johansson and her partner Kate Foster, who has held leadership roles in the beauty divisions of Victoria’s Secret and Juicy Couture, will reportedly have continuous funding access.
Johansson, who has previously acted as an ambassador for luxury cosmetics names including L'Oréal Paris and Dolce & Gabbana, said the brand will aim to deliver “a clear, approachable approach to beauty”.
Johansson will take on the mantle of founder and Chairman of the new company, while Foster is co-founder and CEO.
"I've been fascinated by the transformative power of beauty since I was a child," said the actress turned entrepreneur.
"My mother instilled in me a passion for self-care from my early teenage years. Several years ago, I took a step back from my beauty deals with the goal of creating something true to me. The result is a clean, accessible approach to beauty."
Foster added that the duo's "brand platform is differentiated and has a great deal of runway for growth and expansion", while Jahm Najafi, founder and CEO of The Najafi Companies, said his company was "thrilled to be supporting Scarlett's entrée into entrepreneurship and... so excited for the future of this company".