The actress has secured funding from the Najafi Companies, a private equity firm that has also invested in the hair care brand of Tracee Ellis Ross, Pattern Beauty.

Johansson’s beauty line will launch in early 2022. She will serve as founder and chairman, while the company will be run by Kate Foster, a veteran fashion entrepreneur who will serve as chief executive.

Johansson is the latest celebrity to jump into the crowded beauty space, joining peers like Lady Gaga and Selena Gomez. These celebrities aim to mimic the success of Gwyneth Paltrow, Jessica Alba, Kylie Jenner, Kim Kardashian and Rihanna, who’ve all built successful beauty businesses. These lines also compete with celebrity makeup artists like Pat McGrath and Huda Kattan, not to mention the nascent industry of beauty lines from influencers.

Read BoF’s in-depth look at the beauty industry’s post-Covid return here.