- Rosie Huntington-Whiteley launched a makeup and skin-care line, Rose Inc.
- The collection includes blush, concealer, facial toner, and more.
- The products are 100-percent vegan, cruelty-free, and non-comedogenic.
There are a few things that set Rosie Huntington-Whiteley [1]'s new makeup and skin-care collection, Rose Inc. [2], apart from other celebrity beauty lines [3]. Most noticeably, she's not the face you see all over the Rose Inc. site or Instagram feed — instead there are close-up images of athletes, CEOs, indie actresses, and writers wearing the minimalist blushes [4], lipsticks, and brow gels [5].
"I didn't want it to be about me and my name," the supermodel, actress, and now, founder previously told The Zoe Report [6]. "I wanted it to be a product driven brand built on community. It's so much more meaningful to me — it's a significant representation of my entire career in a way that's beyond my face."
She also comes to the table with over 20 years of beauty industry chops. Beyond getting dolled up by some of the industry's most elite makeup artists [7], Huntington-Whiteley was the ambassador for Hourglass Cosmetics [8] and Resorè towels (an antibacterial beauty towelette), she partnered with Filipino-owned brand Sunnies Face to launch limited-edition lip and cheek kits [9], and had a collection of makeup and lingerie with Marks & Spencer.
Huntington-Whiteley is also no stranger to creating content in the beauty space. She hosted a Quibi series where she interviewed beauty big shots like Huda Kattan, and before Rose Inc. developed into a line of product, the website was Huntington-Whiteley's outlet for publishing interviews with women in the beauty space, makeup and skin-care tutorials [10], product reviews, and ingredient explainers [11].
But perhaps what is most significant about Rose Inc. is that the formulations of each item in the 10-piece collection are backed by science [12]. Huntington-Whiteley partnered with Amyris, a biotech and science firm that has been instrumental in clean beauty, as well as CEO Caroline Hadfield, who launched clean beauty brands Biossance and Pipette.
The 100-percent vegan, cruelty-free, and non-comedogenic (hooray for sensitive or acne-prone skin [13]) line focuses on plant-based ingredients that are clinically tested (think: vegan, sustainable squalane [14] and vitamin E from 100-percent non-GMO sunflower seeds) and synthetic ingredients that have met rigorous standards. Not to mention the packaging itself; you'll see refillable compacts, boxes printed with soy-based ink, and recyclable glass bottles, along with carbon-neutral shipping.
Keep reading to find out which products from Rose Inc.'s first Modern Essentials collection we found the most impressive.
Rose Inc. Blush Divine Radiant Lip & Cheek Colour
The Blush Divine Radiant Lip & Cheek Colour [15] (£23) has a wonderfully buildable, creamy texture — it's got just the right amount of pigment to give a healthy flush of colour. The refillable compact comes in six shades, all of which are on the more muted side. You won't find any wild corals or neon pinks — instead each colour leaves a nice blurred, radiant effect. Pat it on the apples of your cheeks, smudge onto your lips, or — in a tip from Huntington-Whiteley [16] — pop a little onto the socket of your eyes.
Rose Inc. Softlight Luminous Hydrating Concealer
With 20 shades to choose from, the Softlight Luminous Hydrating Concealer [17] (£23) is lightweight but buildable, and is meant to act in place of foundation. The formula is packed with skin-nourishing ingredients like plant-based squalane, sodium hyaluronate, and vitamin E, and has a fluffy, putty-eque consistency. Its claim to fame is that it works wonders to brighten under eye circles without sinking into creases or fine lines.
Rose Inc. Number 1 Concealer Brush
To expertly buff and blur the concealer, the Number 1 Concealer Brush [18] (£19.50) smooths beautifully into eye and nose creases, as well as glides across your chin and jawline with ease. The curve of the brush is specifically designed for under eye contours, and the bristles are just right — not too stiff and not too soft.
Rose Inc. Skin Resolution Clarifying Toner
Don't be fooled by the sweet pink hue of this exfoliating toner. The Skin Resolution Clarifying Toner [19] (£24.50) contains six different types of alpha hydroxy acids: glycolic acid, lactic acid, mandelic acid, malic acid, pyruvic acid, and tartaric acid. And it doesn't stop there — other hard-working ingredients include soothing niacinamide, acne-fighting willow bark extract, dark-spot correcting licorice root extract, and pink clay to unclog sebum.
What does this mean? This toner is stronger than it looks! But don't worry, hydrating squalane and propanediol, a humectant, will keep your skin from drying out. Make sure to work this into your routine slowly (i.e. every third night) to make sure your skin doesn't get irritated, and always use sunscreen since AHAs make your skin more sensitive to UV rays.
Rose Inc. Brow Renew Enriched Tinted Shaping Gel
Huntington-Whiteley has two signature features: her feathery brows and her pouty lips. So it only makes sense that she would include a brow gel that also encourages growth. The Brow Renew Enriched Tinted Shaping Gel [20] (£19.50) comes in four shades and is formulated with squalene, pea sprout, and vitamins E and B5 to get sparse brows sprouting. The pigment of each is quite subtle and leaves an understated but full brow that isn't too intense. It's your natural brows, just better.
Rose Inc. Lip Sculpt Amplifying Colour
Unfortunately, the Lip Sculpt Amplifying Colour [21] (£19.50) is currently sold out, but be sure to sign up to be notified and snatch it up the moment it comes back. The ultra-hydrating crayon is almost like a balm, with a silky, near-matte texture. When blotted on with a finger, the colour feels very natural and not overly pigmented — much like the entire line of products. The six subtle shades are infused with hyaluronic acid, squalane, ceramides, hemp, and vitamin E to hydrate and naturally plump. It's an easy, everyday lip colour that you don't have to think to hard about.