Rosie Huntington-Whiteley On Launching Her Namesake Beauty Brand And Why She No Longer Wears Foundation

When it comes to understanding the introspective meaning of beauty and bottling it in the most effortless and sensual of ways, we unearth the brand that is Rose Inc—a masterpiece and brainchild between model, actor and entrepreneur, Rosie Huntington-Whiteley, and Biotech pioneer, Caroline Hadfield. 

Rose Inc started out as a content platform in 2018, dedicated to unravelling the complex tales in beauty, it led with protocols as told by industry experts and truly found an unbiased voice that cemented its own authority within the fold. Taking its ethos and mission for ‘beauty in being’, the brand, available at Mecca, has pushed forward to create the ‘Modern Essentials’ collection—a curated line of skin and makeup products that marry clean beauty, efficacious ingredients and considered packaging. It encapsulates the new frontier of beauty.

Made up of the Blush Divine (a lip and cheek colour) in six brightening yet blurring shades, a clear and tinted shaping gel, the Lip Sculpt (a fusion between a lipstick, balm, and crayon in six smoothing and conditioning colours), Brightening Serum, a 20-shade hydrating concealer, a clarifying toner and two multi-functional yet superior brushes to work in any product, for Rosie Huntington-Whiteley, the collection was about creating the perfect beauty essentials that felt natural, easy to adapt with on the go and made you feel put together no matter the occasion. For instance, on the Luminous Hydrating Concealer, she explains to Gritty Pretty: “I wanted a great all-around concealer to eliminate the need for foundation, this ticks all the boxes: longwearing, buildable, hydrating, illuminating and effective at covering blemishes and areas of discolouration, big and small.” She adds: “I’ve been able to cut out foundation from my daily routine. Once I buff it into my skin with a brush, my complexion looks brighter and smoother, but completely bare. There’s no trace of makeup—just smooth radiant skin.”

The conscious and considered efforts of the brand, launching with both skincare and makeup, showcases that beauty truly isn’t just surface level and is in fact skin deep. The brand has come to market with two skincare products—the Radiant Reveal Brightening Serum and Skin Resolution Clarifying Toner—considered both essential steps in Rosie’s routine for soothing and calming her acne-prone skin.

With proprietary ingredients that feature bioengineered botanicals and non-comedogenic formulations such as the use of vegan squalane (derived from sugarcane) to sustain and stabilise moisture, vitamin E to nourish and protect the skin, clay powder to detoxify the skin and sea fennel extract to activate the skin’s natural luminosity, these truly are essentials for any healthy-skin beauty routine. “Toner is an essential part of my 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. This game changing formula actually hydrates my skin, so it feels fresh, clean and incredibly soft,” Rosie adds.

Part of the beauty of the collaboration between Rosie Huntington-Whiteley and Amyris Founder, Caroline is their mutual admiration and vision for a sustainable and transparent future. Although being clean and sustainable isn’t the selling point of the brand, you can certainly feel it through the curation, design, and packaging of the collection. Without compromising on aesthetics, the packaging uses 25% PCR plastics (post-consumer recycled) to house the products and offers reusable cosmetic rounds, made with organic bamboo cotton. “I’m always looking for more ways to be environmentally responsible, and I welcome anything that elevates my skincare routine. These organic bamboo cotton rounds feel like a little bit of luxury.” 

With a planned cadence of new products dropping every 10-12 weeks, we can expect nothing but the most considered, luxurious and transformative products if the ‘Modern Essentials’ collection is anything to go by.

Available now.