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Scarlett Johansson is the latest celebrity set to launch their own beauty brand.
The "Black Widow" star recently revealed that she is set to release a "clean" beauty brand in early 2022 with the help of a generous, multi-million dollar investment from Najafi Companies.
While many of the details are still yet to be revealed, including the brand's name, Johansson did reveal the inspiration behind her business venture in a statement to Women’s Wear Daily.
“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,” the 36-year-old explained."I’ve been fascinated by the transformative power of beauty since I was a child. My mother instilled in me a passion for self-care from my early teenage years."
In a January interview Allure, the "Lost in Translation" actor revealed that her beauty brand is going to target those who want to spice up their look with "minimal" effort.
"I created this brand to elevate clean, essential skincare," Johansson said. "This will be a brand for everyone who wants their skin to look its best with minimal effort."
If there's anyone I believe has a true and natural beauty, no photoshop, no artifice, it's Scarlett Johansson. So I'm certainly going to buy her products.
— ⴵ Black Widow Era (@JoanaLobato10) June 28, 2021
Coming to end Fenty and Rare beauty
— Sam Hathaway (@tayl0rhathaway) June 28, 2021
News : *Scarlett Johansson lauching her own cosmetic brand in 2022*
Me : pic.twitter.com/CW1A5TF9lF
— ⴵ~Chaa~⎊ (@ever19dream) June 29, 2021
Unfortunately, not everybody was as enthusiastic about yet another celebrity beauty brand. Many have criticized Johansson for being "unoriginal" and diving into an already highly saturated market that "we have no need for."
"Why is every celebrity coming out with unnecessary beauty lines?" one person asked.
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"Yeah, 'cause that’s exactly what the world needs, another celebrity with a beauty line," added another. "Pretty sure no one asked for this and pretty sure no one wants this."
"Please — literally every celebrity ever. We don't want it," someone else tweeted.
Another celebrity beauty brand?
— My Name Is James (@_JamesGtfo) June 28, 2021
The CEO of The Najafi Companies, Jahm Najafi, subsequently released a statement calling working with Johansson a "special opportunity."
“It’s so rare to find the right partners with the right products at the right time,” he said. “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."