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There are celebrity beauty brands, and then there is The Outset. Scarlett Johansson’s clean-beauty label just launched a brand-new trio of Lip Oasis Glossy Treatment shades, and honestly? We are packing our beach bags and calling it a day.
The new drops arrive just in time for warmer weather, though the hydrating, comfortable formula is the kind of thing you reach for year-round. Three new shades of the bestselling Lip Oasis treatment are now available, each one landing with the quiet confidence of a woman who has generated over $15 billion at the global box office and simply does not need to try that hard.
Which brings us to the campaign itself. Because if you were expecting fireworks, The Outset and its founder had something far more interesting in mind.
Scarlett Johansson proves you don’t need theatrics to sell a beauty brand when your face does all the talking
For the Outset Lip Oasis 2026 studio shoot, Johansson shows up in a white crochet halter top and a pastel floral wrap skirt, bathed in the kind of soft, even light that makes everything feel intentional. The crochet piece features an open-knit pattern across the chest, a high neckline that ties behind the neck, and a cropped cut that reveals a clean waistline. It is intricate without being heavy, handmade in texture but polished in attitude. The contrast between that tactile, artisanal weave and her flawless, luminous beauty look is the whole point.
Below, the wrap skirt tells its own story. Soft pink and green watercolor florals, a fabric so fluid it practically moves in still photos, and tassel details tied at the hip that keep the whole thing feeling relaxed and effortless. Against a neutral backdrop, it does exactly what great campaign styling should do: it gets out of the way of the product without disappearing entirely.
Her hair is worn loose with a slightly wet texture, side-parted and falling into relaxed waves that frame her face without competing with it. The makeup is skin-forward and luminous, the lips glossy in a way that makes the Lip Oasis treatment the obvious star of the show. Small hoop earrings. Nothing extra.
This is beauty-campaign minimalism done with intention. It would be easy for someone with Johansson’s profile to overcorrect into spectacle, to lean on the celebrity wattage and call it a day. Instead, The Outset keeps the focus exactly where it belongs: on great skin, on a beautiful product, and on a woman who has figured out that restraint is its own kind of power move.
The crochet top could have skewed too beachy, too casual for a product launch. Paired with that tailored wrap skirt and controlled, editorial-level beauty, it lands somewhere far more interesting: elevated resort, warm-weather luxury, the kind of look that says “I just got back from somewhere gorgeous and my lips looked this good the entire time.”
The new Lip Oasis shades are available now. Consider your summer situation handled.
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