The Outset / Barrel — CPG Commerce Agency

Launching & Growing a Celebrity Skincare Brand

The Outset, founded by Scarlett Johansson and Kate Foster Lengyel, is a new routine-based clean and conscious skincare brand focused on the basics. The Outset partnered with Barrel to launch their new DTC skincare brand into the market on Shopify Plus. The website blends conversion through subscription, bundling, and storytelling to celebrate the company's unique value prop: Skincare starts with a regimen.

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Opportunity

As The Outset prepared to launch its celebrity-founded skincare brand, the team needed a digital experience that could introduce the brand, educate customers on its routine-based philosophy, and support early DTC growth. The Shopify Plus platform also needed to guide customers through simple routines while supporting subscriptions and bundles.

We designed a scalable framework for The Outset that supported their fast growth, using flexible landing pages to showcase new product collections, highlight ingredient efficacy, and share Scarlett’s skincare philosophy and brand story.

To build anticipation ahead of launch, we created a splash page in parallel with The Outset’s press tour to drive email sign-ups and social follows, helping grow their audience before the site and products went live.

We integrated skincare routine education through product bundling to increase AOV and reinforce The Outset's mission of guiding customers toward a foundational regimen.

The product page blends compelling storytelling, benefit-driven highlights, and how-to videos to educate customers and drive conversions and subscriptions.

To encourage repeat purchases and build customer loyalty, we added subscription options to product detail pages and used Recharge’s Affinity dashboard to streamline the experience.

Storytelling landing pages spotlight both Scarlett’s journey and the product narratives, connecting customers to the brand’s mission of clean, essential skincare.

Impact & Results

The new digital flagship gives The Outset a scalable foundation to grow its skincare community while reinforcing its routine-driven approach to clean beauty. With stronger product education, streamlined routines, and subscription options, the site helps customers adopt the full regimen while supporting repeat purchasing.