Rosie Huntington-Whiteley Launches Rose Inc. Beauty Line

Already a successful supermodel, actress, and mother, British beauty Rosie Huntington-Whitelely is taking her talents to entrepreurial endeavors as the founder and Chief Creative director of Rose Inc.

The new cosmetics and skincare brand sets itself apart from the hordes of other celebrity beauty lines with its focus on sustainability and ethics. Initially Rose Inc. launched as a hub for content and interviews from the beauty industry, curated by Huntington-Whiteley. Now, the brand has gone from showcasing cosmetic products to creating its own, with non-comedogenic, environmentally friendly formulas. 

Rose Inc.'s product line is in collaboration with Amyris, a biotechnology company at the helm of a family of clean brands. With the guiding hand of Caroline Hadfield, Rose Inc.'s CEO, the brand has a strong background of sustainable practices and high-quality standards.

For the first launch, Rose Inc. debuts a Modern Essentials collection complete with makeup, skincare products, and makeup brushes, all completely vegan and cruelty-free with eco-friendlty packaging. The makeup products include six shades of hydrating Lip Sculpt lip color, five shades of Brow Renew eyebrow defining gel, 20 shades of Softlight luminous hydrating concealer, and multipurpose Blush Divine Radiant Lip and Cheek Color.

Meanwhile, the skincare products include Skin Resolution clarifying toner, Skin Clarity exfoliating cleanser, Eye Revival brightening eye cream, and Radiant Reveal brightening serum, made for all skin types with vitamin C, sea fennel extract, and squalane, a plant-derived moisturizing agent. Each product is packaged in recyclable glass bottles and partially repurposed PCR plastic. 

Rose Inc.'s skincare, makeup, and brushes range from $18 -$72, and are available to purchase for Rose Inc. Members on August 24-26 and the general public in the U.S. at Sephora, Sephora.com, and Roseinc.com on August 27.