More and more celebrities are joining the clean beauty bandwagon amid rising awareness regarding ‘cruelty-free beauty’ and increased demand for ‘personal care products’.

This week, Scarlett Johansson, launched her highly anticipated plant-based and cruelty-free skincare line, The Outset.

The range has five essential products: a cleanser, prep serum, moisturizer, night cream, and eye cream.

The entire collection is vegan and fragrance-free. It is also described as “consciously clean, minimalist skincare essentials free from trends, harsh ingredients, and gender/age stereotypes.”

Johansson developed the range in partnership with entrepreneur and beauty executive Kate Foster Lengyel. The Black Widow star spent five years researching the ingredients,   formulations, product development, and brand identity.

Describing the brand, Johansson said: “The Outset means a new beginning, which feels more relevant than ever at a time when we are all starting over and pressing the reset button.

“It took years for us to build a brand that was backed by quality and purpose, and I’m thrilled to finally share The Outset with the world. It’s an exciting beginning for me, as well.”

The items priced between $28 – $54 are available to buy from The Outset’s website. Sephora will stock the products from 26th April.

Celebrities in the clean beauty space

Aside from Johannson, a slew of celebrities including Kylie Jenner, Ariana Grande, and Jennifer Anniston have ventured into the beauty industry amid rising awareness regarding ‘cruelty-free beauty’ and increased demand for ‘personal care products’.

This week, Latinx singer and actress Becky G. also launched her vegan beauty brand at Ulta Beauty’s digital storefront.

In addition, Treslúce Beauty — the vibrant Mexican-inspired makeup brand – will also roll out in 351 brick-and-mortar Ulta locations from 13th March.

The Ulta launch marks Treslúce Beauty’s first-ever retail collaboration after the pop singer unveiled her vegan, cruelty-free clean beauty brand in 2021 at the peak of the COVID-19 pandemic.

The range was developed through Ipsy’s Madeby Collective incubator and includes colorful, bold, and blendable makeup products in the eye, cheek and lip categories.

According to  Becky G, she has been ‘annoyingly involved’ in the development process of every product and has  “said “no” to certain products because quality is so important to me.”

“Finding that happy place where nothing gets sacrificed is really hard to accomplish, but we’re committed to being as green and clean as possible, and impactful with our colors, ” Becky G, whose full name is Rebbeca Gomez said.

In addition to the original Treslúce product lineup, fans can look forward to the newly launched spring-themed shadow palette, an addition to the Ilusión Premium lash assortment and ULTA Beauty exclusive lip tint shades.

‘Culturally relevant, trend-forward brands’

“As a founder and creator of a brand like Treslúce, representation and inclusivity are so important to me. Ulta does an amazing job, specifically for the Latinx community, catering to us and our needs. It just felt like it was the right launching pad for us,” the 25-year-old said.

In an interview with Refinery29, she added that she wanted customers to trust the quality of the brand and was excited to have them feel the formulas, and try them on.

Maria Salcedo, the senior vice president of merchandising at Ulta Beauty, said: “As we continue to bring culturally relevant, trend-forward brands to our assortment, we are confident our guests will embrace these products’ unique and vegan ingredients, as well as their deep, meaningful heritage.”

• Read: L’Oréal to target vegans with new brand acquisition

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