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While the launch of another celebrity beauty brand can cause eye rolling, beauty fans pay close attention to Rose Inc., Rosie Huntington-Whiteley’s new skin care and makeup brand, which officially goes on sale today. This is because Huntington-Whiteley has earned its stripes in the beauty industry. Sure, she’s a model, but she’s also a true blue product junkie, working with brands like Hourglass to Resor, and launching a makeup line with Marks & Spencer in 2016. Her brand Rose Inc. was also created with Amyris who, TLDR, is the company behind brands like Biossance and, now, JVN too.
Below, our conversation with the model turned founder.
Who is your number 1 social media follower for beauty inspiration?
For tutorials, Hung vanngo. His technique and skills are unmatched as an artist, so getting tips and tricks from him is like gold dust!
For products, I always like to hear what Nikki De Roest uses. We have very similar tastes in formulas, textures, and makeup application.
And for beauty inspiration and makeup ideas, Andreea ali is an amazing artist who makes fantastic tutorials.
What is your favorite social media platform and why?
I only use Instagram. A social media platform is more than enough for me to manage! I love Instagram because I find it a great source of inspiration and a fantastic way to network and connect with people around the world that you would never have the chance to meet otherwise.
Who was the last person you followed?
The design museum in London, because they currently have a exhibition of one of my favorite furniture designers, Charlotte Periand.
Who are you looking to find out about the “next big thing?”
There are a few people whose tastes are very close to mine and I like to see what they do, what they wear or how they decorate their home: Pernille Teisbak, Christine centenera and Lara worthington.
What’s the first thing you do when you wake up in the morning?
I like some time alone in the morning to wake up, collect my thoughts and prepare for the day. Then a hug with my son and we have lunch together.
What’s the last thing you do before going to sleep?
If I have time, I like to read a bit in bed. Otherwise, a hot shower, my skin care routine, and straight to bed. Lights off!
What’s the last thing you bought because of social media?
I like good sponsored advertising. Some of my favorite purchases include the Juli Diamond Cleanser, The Pan alwaysand many, many children–Related articles!
What is one Rose Inc. product that everyone should have?
Everyone is really excited about the Rose Inc.Softlight Luminous Hydrating Concealer. I wanted a concealer that does it all, and this formula keeps its promises. It was created to illuminate, blur, and shape while nourishing the skin, so it’s rich in active ingredients. I love that the buildable formula easily minimizes the look of fine lines, redness, and discolorations. It is also durable and comfortable, which is essential. What more could you ask for from a concealer?
What was non-negotiable in the creation of the brand?
With Rose Inc., transparency. We are transparent in all aspects of the brand, from packaging and formulas to ingredients and benefits.
What was the hardest part of starting a brand?
There are many difficult challenges and situations that arise on a daily basis that require the team and I to pivot. It’s with any start-up business, and over the last year, in particular, throughout the pandemic, we’ve had to be nimble. But also, there are some incredibly exciting times to balance it out. Certainly building the brand over the past few years has given me a new perspective on how brands should work hard.
Buy the first collection from Rose Inc .:
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