In “Quick Questions,” Bustle asks female leaders for their advice on everything from the best mentorship they’ve ever received to how to handle grueling work hours. This week, The Outset founders Kate Foster and Scarlett Johansson open up about what it’s like to work together to build a beloved skincare brand.
Among the many celebrity beauty brands out there, The Outset stands out. First, there’s the product packaging. The frosted glass container and minimalist cobalt blue font give the product a sophisticated and inviting feel. It feels like it’s gently hugging your brain. Next, ingredients that replace irritating fillers with natural botanicals moisturize and plump even the most acne-prone or sensitive skin. And, of course, the founders. There’s an A-list actor you’ve probably heard of, Scarlett Johansson, and Kate Foster, an industry veteran who previously headed brands like Victoria’s Secret and Juicy Couture. Johansson and Foster launched The Outset in February 2022 at the height of the celebrity beauty brand boom, and the brand may have raised some eyebrows and eyebrows at first. Other than the fact that she has poreless skin, Scarlett Johansson didn’t have anyone’s name on her 2022 bingo card as the founder of a skincare brand.
But over the past year and a half, Johansson and Foster have happily proven the haters wrong. Outset’s sophisticated product lineup has been praised with her five-star reviews at Sephora and Nordstrom, swept industry beauty awards, and earned thousands of happy customers for its unique texture and skin-soothing formula. has surprised and delighted. (reference: Ultra lightweight moisturizing oilDry oil that instantly penetrates and locks in moisture like a top coat on your skin, Micellar Gentle Micellar Antioxidant Cleansera delicious-feeling jelly formula that magically dissolves all traces of makeup).
The Outset is simple skin care with a sophisticated, grown-up vibe that stands in stark contrast to the over-the-top embellishments of other celebrity beauty brands. ” Foster said. Bustle caught up with Johansson and Foster at the launch of The Outset at Nordstrom in New York City to learn more about what’s new for the brand. Botanical barrier rescue balmhow the two founders continue to inspire each other, and the most important part of their morning routine (which involves oat milk).
Congratulations on your new balm! How do you use it?
Scarlett Johansson: “Basically, we’ve been trying to develop a lip balm and we liked it so much that we could make the lip balm bigger and use it on other parts of the body, like cuticles and heels. I’m applying it to my feet, and when I’m in the cab heading to dinner, I look down and think, “Oh my god, my feet are so dry.” Even hair loss…”
Kate Foster: “…elbow.”
SJ: “I love this product. It’s like the ultimate multitasker.”
KF: “It’s like a statement piece – you want to take it out of the bag. It’s genderless so it has a matte feel. It has a very smooth and not shiny finish. It’s a little shiny, but not too much. ”
SJ: “My makeup artist Frankie applied it all over my face this morning.”
What does your morning routine look like? Is there anything you do to have a productive day?
SJ: “I wake up and think about coffee. I don’t know if that’s bad or not. I wake up and I’m like, “I wake up and I think about coffee. my coffee. I use an oat milk creamer, which I’m addicted to. It comes from the planet Auto. For me it’s horrible and I’m sure my glycemic index is skyrocketing. But the taste! ”
Are you an early riser?
SJ: “Well, I have a child, so I have to get up before my daughter to get her ready for school. So I wake up in the morning, wash my face, brush my teeth, and then just use The Outset. Tightening Vegan Collagen Prep Serum. Then, after showering, cleanse your skin again, use a serum, and then apply a moisturizer. I use serum multiple times a day. ”
Kate, what about you?
KF: “Well, my kids are also my alarm clocks, so I don’t set an alarm. I wake up when I hear footsteps coming from downstairs. I only drink decaf coffee, but I also dream about coffee. I love the taste and feel like it energizes you.Similarly, I usually do a school run, so I put on The Outset serum and moisturizer, go out, drop off and pick up, then go to the gym. and then shower using The Outset cleanser, which we both use. Exfoliating caffeine micro polish That too several times a week. ”
How do you stay organized while running a business with a personal life?
KF: “I almost only communicate through calendar invites. I always shut things off, including things about my kids and home life. So my husband and I always send calendar invites to each other. I’ve found it helpful for me to treat my personal life the same way I manage my work life.”
SJ: “That seems better than my situation. I don’t know. It may sound strange, but I have an amazing ability to record a lot of things in my brain.”
KF: “Your brain contains a lot of information.”
SJ: “It’s a lot of information, so I don’t have long-term memory. Everything is instantaneous. I just ruminate. That’s basically how I remember things.”
KF: “The thinker, the thinker.”
SJ: “And I have an amazing assistant, Megan. He’s been with me for 1.5 million years and is my left brain.”
As co-founders, how do you make it work when you disagree?
SJ: “I think there’s a very collaborative spirit between Kate and I. I think it’s really important to celebrate that and collaborate with people who work well in their positions.”
What is unique about the way you work well together?
SJ: “We both like the idea that if something doesn’t work, we can just scrap it and start from scratch. There’s no need to cherish what you don’t like.” It’s like, let’s take a step back. Let’s look at this with fresh eyes. Not everyone works out that way, but it works out that way for us. ”
What is your creative process like?
KF: “I think to be successful as collaborators you have to trust each other. You have to trust your teammates, but you also have to have trust and confidence in yourself. Without ego or anything holding me back.”
SJ: “That’s when the best ideas come.”
Kate, how would you describe Scarlett’s strengths?
KF: “I’ve started a solo company before, but if I were to do it again, I’d love to be a partner. And I couldn’t have asked for a better partner than Scarlett. She’s so encouraging. I think she’s a fair-minded, fair-minded, and creative person. I always say that Scarlett’s strength in trusting her instincts has helped her learn to trust her own instincts more. She gets the punch line right away. She can look at a complicated situation and think, “That’s it.” And I think, “I haven’t finished writing the sentence yet.” Like a great quarterback, she already knows where to find the holes and go for them. And she has great taste. She is a creator. ”
Scarlett, what about Kate?
SJ: “Kate, you have so many great qualities and incredible leadership skills, which I really admire. You’re incredibly down-to-earth. You bring the best out of people. You are a person who encourages things, and you have the ability to take things seriously and be very brave in making risky or difficult decisions. You have great determination behind your decisions. ”
KF: “This is how we have to live every day. We just compliment each other.”
SJ: “She’s really funny too, which I really appreciate. We can laugh even in situations that feel scary. Even in moments of uncertainty, we can just laugh and have fun.” You have to have it, otherwise you just cry.”
What was the most challenging thing about being a brand founder?
SJ: “Beauty is obviously a crowded space, so we’re always trying to reach new customers and get our products in front of people. It’s great because you get to try it out, talk to someone knowledgeable about the product, and learn how to incorporate it into your daily life.”
KF: “In small companies and small teams like ours, sometimes we can’t do what we want to do right now because we don’t have the resources, so planning for growth is a challenge, but a challenge nonetheless. It’s a fun challenge. It’s about finding the pieces of the puzzle. You may have to say no to this now, but in 10 to 12 months you may be ready for it.”
What is your favorite part of building a brand?
SJ: “I think my favorite part is seeing the impact our products have had on people’s lives. A friend I haven’t talked to in a while texts me and says, ‘ I would say, “Hey, my girlfriend and I have been using your product for months.” we are hooked. I can’t travel without them. When will this size be available? When is the next drop coming out? That’s great. ”
It must feel very fulfilling.
SJ: “When you look at the repeat customer rate, you see there is market fit for the product and I think this is what people want in their lives. It’s making a difference in getting rid of my eczema.”
KF: “I agree. I mean, I don’t think I’ll ever get tired of someone telling me they love our cleanser or say they love another The Outset product. It feels like it’s the first time every time. It really means a lot.”
This interview has been condensed and edited for clarity.