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Cosmetics brand will debut in early 2022.
June 28, 2021
By: TOM BRANNA
Actress Scarlett Johansson will launch a line of cosmetics early next year. The unnamed brand is backed by The Najafi Companies, the same investors behind Beach House Group, Florence by Mills and other beauty startups. Johansson's co-founder is Kate Foster, a beauty industry veteran who worked at Victoria's Secret and Juicy Couture. Although she brings plenty of star power, Johansson enters an increasingly-crowded beauty playing field. In recent years, indie beauty companies have set the trends. Meanwhile, celebrity launches continue and multinationals such as L'Oréal, Unilever and Procter & Gamble, still account for the lion's share of the market.
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