Rosie Huntington-Whiteley just revealed she’s launching her own beauty brand

Rosie Huntington-Whiteley has long been invested in the beauty game. She launched her own beauty website, Rose Inc, several years ago, and has always been vocal about her love of everything from makeup to fragrance on Instagram and beyond. So launching her own brand was naturally the next step, right? 

Rose Inc is the culmination of years of hard work from the model, who’s been keen to get her curated edit of products just right. RHW has partnered with LA beauty and wellness bio-tech labs, Amyris, namely CEO Caroline Hadfield, who together have created a line that’s committed to sustainability in its ethics and science in its formulas. In short, these are makeup products that have been made thoughtfully both for the user and the planet; they’re high quality and results-driven, but with a conscience. 

Rose Inc

Lip Sculpt Enriched Amplifying Color, £19.50

Collection One, The Modern Essentials Collection, features a small-but-perfectly-formed edit of skincare and makeup buys housed in sustainable packaging. There’s a hydrating concealer that’s already got the Vogue seal of approval, along with a lip product, brow gel, and blusher in the makeup department, along with two brushes to use alongside the formulas. 

Rose Inc

In skincare, Rose Inc is launching a brightening serum to unveil natural radiance, as well as a clarifying toner that sounds like it’ll be ideal for skin on the oily side. Both skincare buys also come in travel sizes for on the go.

Rose Inc

Brow Renew Enriched Shaping Gel, £19.50

The shade range so far looks to be good; there are 20 options in the concealer, paving the way (hopefully) for some kind of base that can integrate well into the line at a later date. Everything else comes in between three to six shades — these are the lip, cheek, and brow products. 

Rose Inc

Softlight Luminous Hydrating Concealer, £23

Blush Divine Radiant Lip & Cheek Color, £23

As for when you can get your hands on Rosie’s creations, the range launches exclusively at Space NK on August 27th (this Friday), and there’s already a waiting list you can sign up to for first-hand alerts. 

Follow @roseinc on Instagram for more updates