The Outset, founded by Scarlett Johansson and Kate Foster, is a new routine-based clean and conscious skincare brand focused on doing more with less using clean and effective essentials.

The Outset partnered with Barrel to launch their new DTC skincare brand with an ecommerce experience. The website blends conversion with an expression of the brand’s mission: to nurture self-care routines for those who seek beauty in simplicity. In an already dense industry, it was crucial to set The Outset apart from the others, and they did so with a clean look and the debut of new and unique ingredient, Hyaluroset™ Complex, a botanical alternative to hyaluronic acid that plumps, smoothes and nourishes the skin. 

To accompany the brand’s introduction, Barrel created a flexible, headless commerce experience that was designed and built to drive traffic, promote conversion, and scale as the brand grows.

To support The Outset’s vision of providing a timeless and accessible product line as a universal routine to all, we created product pages that include notes on instructional use, ingredients, sustainability, and user reviews. The website also encompasses their values through pages that express their cause, mindfulness, and approach to being consciously clean. 

In considering the brand’s growth, we created a flexible navigation that gives the team the ability to drive users directly to product pages for future product launches, and storytelling pages to learn more about Scarlett Johansson's vision for The Outset. Seamless “Add to Cart” actions are implemented on product cards and throughout the site in order to make for a simple checkout and purchase experience.

The Outset’s new website marries product discovery, exploration, storytelling, education, and its founding story, and has been consciously designed to scale up and provide the best flexibility and accessibility to all as a destination to connect with the brand. 

Check out the website here.