Rosie Huntington-Whiteley is known for her beauty signatures as much as her fashion credentials: those expertly groomed brows, that dewy, golden skin and those pillowy lips. So it’s no surprise that the British supermodel and entrepreneur has just launched her own beauty brand, Rose Inc, with a tightly-edited capsule collection made up of the key make-up and skincare products that she uses to achieve her trademark beauty looks.
The move is a natural next step for the beauty lover, who founded her personally-curated beauty platform, also named Rose Inc, in 2018 to share the insider details of her beauty secrets with a community of loyal fans. Since then, Huntington-Whiteley has been hard at work perfecting the formulas to create her first long-awaited range of products, which lands exclusively at Space NK on Friday 27 August.
Honed from her two decades of experience in the fashion industry and created using feedback from the Rose Inc community, Huntington-Whiteley has teamed up with clean beauty trailblazer Caroline Hadfield, who founded Biossance and Pipette, to launch the six-piece collection, which she refers to as the ‘modern essentials’. A mix of skincare and make-up, these are the hero products in her own make-up bag, the ones that give visible results every day.
The two skincare products are particularly close to Huntington-Whiteley’s heart, and were created after years spent tackling her acne-prone skin. First up is the Radiant Reveal Brightening Serum, a powerful hydrating serum designed to instantly brighten the complexion, as well as smoothing and plumping to reduce fine lines and wrinkles. “I could never find that holy grail product that made my skin plump, smooth and dewy but wouldn’t clog my pores,” says Huntington-Whiteley. “The vision was a product that preps the skin for make-up – not quite a primer, not exactly a serum or moisturiser. All of those things in one bottle. It transforms my skin into that plump, smooth and dewy canvas, without any breakouts.”
Next is the Skin Resolution Clarifying Toner, an alcohol-free formula made with multiple acids to exfoliate and detoxify without stripping the skin. “Toner is an essential part of my skincare routine. I wanted to create one that utilises powerful alpha hydroxy acids for my acne-prone skin but is gentle enough to use every day,” says Huntington-Whiteley. “This game-changing formula actually hydrates my skin, so it feels fresh, clean and incredibly soft.”
Radiant Lip & Cheek Colour - Anemone
Enriched Colour Crayon - Abstraction
Luminous Hydrating concealer
Enriched Shaping Gel
Alongside the skincare products, Huntington-Whiteley has also created a capsule make-up collection featuring two brushes and four different products: a Cream Blush, a longwearing Lip Crayon, a does-it-all Concealer that comes in 20 shades and – of course – a Brow Gel, which is packed with Vitamin E and pea sprout to give hair follicles an extra boost. “A sculpted, lifted brow changes the whole face,” says Huntington-Whiteley. “Even if I’m not wearing a scrap of make-up, I groom my brows.”
The 100% vegan and cruelty-free line prides itself on its clean credentials, which became hugely important to Huntington-Whiteley when she was pregnant with her first child, and looks set to become even more so now that she’s pregnant with her second. Every product comes with refillable packaging, as well as cartons that are printed with soy-based ink and recyclable glass bottles. Meanwhile, all of their shipping is carbon neutral and each of the products centres around ingredients derived from plants that are clinically tested for real, visible results, including sustainable squalane for hydration and antioxidant vitamin E sourced from 100% non-GMO sunflower seeds.
And while the initial range might be limited to six products, don’t think that Huntington-Whiteley is stopping there – over their first year, Rose Inc has plans to launch new products every 10 to 12 weeks, each one carrying on their holistic approach to clean beauty with impact. Watch this space.
Rose Inc launches exclusively at Space NK on Friday 27 August