According to reports from Women’s Wear Daily, the 36-year-old actress will be partnering with the Najafi Companies, a firm that’s said to be invested an estimated US$5 to $10 million in the currently unnamed brand. It might seem like a strange move, but Johansson is just one of many actresses turning to beauty. Already, Jennifer Lopez has established a skincare line, while there’s also the likes of Selena Gomez, Rihanna, Gwyneth Paltrow, Drew Barrymore and countless others.
But if it sounds like Johansson is merely jumping on the bandwagon, think again. The star has served as an ambassador for L’Oreal Paris, and fronted campaigns for the likes of Dolce & Gabanna. While she’s stepped back from these roles in recent years to concentrate on building her own brand, it seems clear she’s learned a thing or two and feels “empowered to be intimately involved with every aspect of the company.”
In a statement, the actress said: “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.”
Few details have been revealed, but it’s reported that Johansson has enlisted the services of Kate Foster, former executive for Juicy Couture, in both the founding of the company and its chief operations. As Jahm Najafi, chief executive of the Arizona-based Najafi Companies, explained, “It’s so rare to find the right partners with the right products at the right time. With Scarlett and Kate, it became immediately clear to us that this is a special opportunity.”
Najafi added, “We are passionate about supporting ambitious and thoughtful founders and management teams who lead with integrity and vision. Scarlett has been on a mission and her level of commitment, engagement and passion is both inspiring and a key differentiator in the marketplace.”
It’s believed that Johansson will reveal her brand in 2022.