Scarlett Johansson is the first partner with a tree planted - Mon Wellness
Scarlett Johansson is the first partner with a tree planted

Scarlett Johansson is the first partner with a tree planted

IIt is 10 a.m. on a sunny Monday morning in early April, I stand in Highbridge Park, New York and shovel the dirt on a freshly planted baby. One hundred yards away, Scarlett Johansson is wearing a Yankees hat and plain cargo pants, and is up to her elbows in mulch. In honor of Earth Month, its new skin care brand, Outset, partnered with One Tree Planted, a non-profit organization dedicated to global reforestation efforts, and she – along with co-founder Kate Foster – spent this morning on to get their hands dirty to contribute to the cause: planting 25,000 trees.

Launched last month, the brand prides itself on being a beauty brand that focuses on sustainability and minimalist values. This ethos is proven in everything, from its packaging (which is made of recyclable glass and recycled plastic after consumption) and its supply chain (the brand’s factories are 100 percent wind and carbon neutral) to its collaborations (In addition to One Tree Planted, the brand also works with Dress For Success and 1% For the Planet).

The beginning is this inherently optimistic idea that every day is an opportunity for a new beginning. Through our charitable efforts, the idea is to support new beginnings for people and the planet. “- Kate Foster, co-founder

“The beginning is this inherently optimistic idea that every day is an opportunity for a new beginning and a new beginning,” says Foster. “And with our charitable efforts, the idea is to support new beginnings for people and the planet. That’s why we partnered with One Tree Planted for all of Earth Month. Our philosophy is that we are a consistent, everyday brand and that it’s how we show through our charitable efforts — in such consistent daily ways that we can support goals that make sense to us and our customers. ”

With that in mind, “simplicity” is the driving force behind everything Outset does. The brand’s product line includes everything people need for a complete routine and nothing else: a cleanser, a serum, a moisturizer and an eye cream. This is done in part to ensure that their products are accessible to a wide range of skins, but it is also a means of helping consumers minimize the amount of waste they create with their skin care.

“We wanted to have as little environmental impact as possible,” says Johansson. “There are many material out there, and I think it would be irresponsible of us not to take it into account. “This kind of consciousness is a big part of the DNA of our brand.”

In April, the brand donated 10 percent of its sales to $ 25,000 to One Tree Planted to support California firefighting efforts. For every dollar given, one tree will be planted, bringing the total to 25,000. And on the other side of the country in New York, in addition to the individual trees planted by Johansson, Foster and their team (and me!), The brand also donated $ 17,000 to fund nonprofit urban planting. New York Restoration Project. Given that trees in New York remove 2,000 tons of pollution and capture 42,300 tons of carbon, these small steps can make a big difference.

In terms of greater impact potential, Foster and Johansson hope the Outset initiatives will inspire the rest of the beauty industry to consider. “I think if you show people that they can use products that are clean and also effective, that are good for you and have less impact, that’s important,” says Johansson. “The industry is so consumer-oriented that it is proactive and [showing them those products exist], large companies will be forced to follow their example. “Our goal is to be part of this story.”

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