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Supermodel and entrepreneur Rosie Huntington-Whiteley makes no bones about the fact that she's a pretty discerning beauty obsessive, so it's no surprise that this month sees the launch of her debut beauty collection. It's time to get acquainted with Rose Inc.
Take a cursory scroll through Rosie's Instagram feed and you're met with myriad product recommendations and shoutouts, all captured in her trademark LA-minimalism-meets-Pantone-neuturals style. Get to the granular details of the beauty products that make the @rosiehw grid grade and it's clear that Rosie makes a real play for substance in addition to cosmetic payoff, whether that means buying a lipstick that promises all the hydrating benefits of a skincare product or spotlighting a beautifully scented candle, which hails from a brand that's big on sustainability. When word first abounded that the star was due to launch her own beauty line then, those in-the-know felt certain that the products in the works would go the extra mile when it came to performance.
Go the extra mile these products do. And it's no wonder. Rosie has come together with CEO Caroline Hadfield - a leading figure at Amyris who has headed up the development of new cult skincare brands like Biossance - to launch Rose Inc, a beauty brand that promises to serve up effective, clean and clinically proven products that prioritises sustainability, performance and usability. Both Rosie and Caroline favour products that tick the fuss-free box without compromising on quality. Neither subscribe to complicated 10 step skincare routines and both have a minimalist take on make-up when it comes to daily wear.
Rose Inc launches exclusively into Space NK on 27th August with a ten-product-strong capsule collection that you can expect to be expanded very soon. Scroll through the first wave of Rose Inc products below and be sure to save this link and revisit from 27th August onwards when you'll be able to shop the collection.
Main Image Credit: Instagram @rosiehw__, Rose Inc.
Browse: Rosie Huntington-Whiteley's Brand New Rose Inc Collection Now
Rose Inc Beauty Products - Grazia 2021
1 of 9Rose Inc Blush Divine Radiant Lip & Cheek Color, £23
'We wanted to create a cream formula that fulfilled our wish list: easy to apply, long-wearing, multi-use, luminous and flattering across skin tones. Set in beautiful refillable packaging, this blush exceeded our expectations.' - Rosie Huntington-Whiteley.
2 of 9Rose Inc Brow Renew Enruched Clear Chaping Gel in Clear or Tinted, £19.50
'This formula keeps brows in place, full stop.' - Rosie Huntington-Whiteley.
3 of 9Rose Inc Lip Sculpt Amplifying Color, £19.50
'Matte lip colors can be drying, but this nourishing, hydrating formula feels like a lip treatment. I reach for it the same way I would a lip balm —and apply it just as easily.' - Rosie Huntington-Whiteley.
4 of 9Rose Inc Number 1 Concealer Brush, £19.50
'This brush makes application so simple my only tip is to apply the concealer and stipple, sweep or blend. It's that easy. I love this brush because it really gets concealer into contours and hard-to- target areas. It does the hard work for you.' - Rosie Huntington-Whiteley.
5 of 9Rose Inc Number 2 Blush Brush, £22
'We worked hard to perfect our Blush Divine Lip & Cheek Color, and it deserved the best brush possible. The shape, texture and density of these bristles make application quick and easy with incredibly natural results.' - Rosie Huntington-Whiteley.
6 of 9Rose Inc Radiant Reveal Brightening Serum, £53
'When it comes to moisturizers, I felt like I always had to choose between something non-comedogenic that works for my skin, or something that feels luxurious to apply. With this formula, I don't have to choose. I get that indulgent experience and beautiful skin.' - Rosie Huntington-Whiteley.
7 of 9Rose Inc Reusable Cosmetic Rounds Made With Bamboo Cotton, £14.50 for 10
'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.' - Rosie Huntington-Whiteley.
8 of 9Rose Inc Skin Resolution Clarifying Toner, £24.50
'Shake a few drops onto a Reusable Cosmetic Round and gently push it into the skin, moving from the center of the face towards the hairline. This patting motion helps boost circulation and reveal beautiful rosy glow.' - Rosie Huntington-Whiteley.
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9 of 9Rose Inc Softlight Luminous Hydrating Concealer, £23
'I absolutely love this concealer because I've been able to cut foundation from my daily makeup 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.' - Rosie Huntington-Whiteley.
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