Los Angeles - Demi Moore is reportedly dating beauty mogul Scott-Vincent Borba.
actress - who announced her split from husband Ashton Kutcher
in November - has grown close to Scott over the past few weeks and the pair decided to take their friendship further in the last week.
A source said: "Demi and Scott-Vincent started dating last week. They have known each other a long time and he's really been there for her by her side through the whole Ashton thing."
Scott - who is in his mid-30s and co-founded BORBA skin care products - is said to be smitten with 49-year-old Demi and isn't star-struck by her as he works with many celebrities.
The source added to RadarOnline.com
: "It's easy for Scott-Vincent to keep his relationships a secret because he's so often photographed hanging out with celebrity clientele.
"But he's head over heels for Demi and there's definitely potential for a lasting relationship between them."
Demi - who has three daughters with first husband Bruce Willis - announced she was ending her six-year marriage to Ashton after he was accused of cheating on her in September
She said in a statement: "It is with great sadness and a heavy heart that I have decided to end my six-year marriage to Ashton.
"As a woman, a mother and a wife there are certain values and vows that I hold sacred, and it is in this spirit that I have chosen to move forward with my life.
"This is a trying time for me and my family, and so I would ask for the same compassion and privacy that you would give to anyone going through a similar situation."