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While the launch of another celebrity beauty brand may induce an eye roll, beauty fans are paying close attention to Rose Inc., Rosie Huntington-Whiteley’s new skin-care and makeup brand, which officially goes on sale today. That’s because Huntington-Whiteley has earned her stripes in the beauty industry. Of course, she’s modeled, but she’s also a true blue product junkie, working with brands like Hourglass to Resoré, and launching a makeup line with Marks & Spencer back in 2016. Her brand Rose Inc. was also created with Amyris — which, TLDR, is the company behind brands like Biossance and, now, JVN, too.
Below, our chat with the model-turned-founder.
Who is your #1 social media follow for beauty inspiration?
For tutorials, Hung Vanngo. His technique and skills are unmatched as an artist, so to get tips and tricks from him is like gold dust!
For products, I always love to hear what Nikki De Roest is using. We have very similar tastes in formulas, textures and application of makeup.
And for beauty inspiration and makeup look ideas, Andreea Ali is an amazing artist who does fantastic tutorials.
What’s your favorite social media platform, and why?
I only use Instagram. One social media platform is more than enough for me to manage! I like Instagram, because I find it to be a great source of inspiration and a fantastic way of networking and connecting with people from all over the globe who you’d never have the chance to meet otherwise.
Who’s the last person you followed?
The Design Museum in London, as they currently have an exhibition on show of one of my favorite furniture designers, Charlotte Periand.
Who do you look to find out the “next big thing?”
There are a few people whose taste is very aligned with my own that I love to see what they are up to, what they are wearing or how they are decorating their homes: Pernille Teisbak, Christine Centenera and Lara Worthington.
What’s the first thing you do when you wake up in the morning?
I like a little alone time in the morning to wake up, gather my thoughts and prepare myself for the day. Then a cuddle with my son and we eat breakfast together.
What’s the last thing you do before you go to sleep?
If I have time, I like to read a little in bed. If not, a hot shower, my skin-care routine and straight into bed. Lights off!
What’s the last thing you bought because of social media?
I love a good sponsored ad. Some of my favorite purchases include the Juli Diamond Cleaner, The Always Pan and lots and lots of child–related items!
What’s one product from Rose Inc. 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 delivers. It was created to brighten, blur and contour 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 discoloration. It’s also long-wearing and comfortable, which is key. What more could you ask for in a concealer?
What was one non-negotiable in creating the brand?
With Rose Inc., transparency. We are transparent in every aspect of the brand, from packaging to formulas and ingredients and benefits.
What was the hardest part of starting a brand?
There are many challenges and tough situations that arise daily that require the team and I to pivot. That’s with any startup business, and over the last year, in particular, throughout the pandemic, we’ve had to be nimble. But equally, there are incredibly exciting moments to balance it out. Certainly, building the brand over the last few years has given me a new perspective on how hard brands have to work.