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Rosie Huntington-Whiteley Has Launched A New Beauty Website And We're Obsessed

© Kai Z. Feng/Rose Inc

Not just another celebrity beauty blog...

If you love experimenting with makeup, you’ve got a friend in Rosie Huntington-Whiteley.

‘You can ask any makeup artist: I’m fascinated with everything, I’m trying everything, I’m smelling everything, I’m stealing everything,’ she told US Vogue in an interview about her new beauty site Rose Inc.

The site launched on May 29 with six sections and a shop.

Morning to Moonlight is a beauty diary series, the first one is by model Poppy Delevingne, The Go-See is an interview series, with makeup artist Katie Jane Hughes the first one to take part.

The Spill gives you a look inside someone’s makeup bag, starting with Beyoncé’s makeup artist Sir John, Beauty Notes is all about trends and is what you’d expect from a non-celeb beauty news site, Hero Product highlights the beauty buys you should be using along with the reason why team Rose Inc loves it so much, and finally Essentials takes a look at the products you should be adding to your makeup bag now.

The site is pretty swanky and rivals many established beauty blogs in terms of celebrity access and design, it seems to have a full editorial team behind it – Rosie is Editor-In-Chief – there’s an editorial policy that makes sure sponsored content is clearly marked and that readers know affiliate links are used on site, plus the site’s Instagram page already has over 38 thousand followers.

Rosie is using her eye for detail, industry contacts and experience of being in the makeup chair to create a unique online beauty site.

‘Rose Inc truly is beauty from the insider out.’ is how Rosie describes it.

‘I wanted to create a space that was curated by somebody with first-hand experience in this industry. I’ve sat in the hair and makeup chair, worked with all these incredible artists, and discovered—and am continuing to discover—new products, tips, routines and techniques, and how these can impact our lives in a positive way. I mean, a great red lip or a good hair day can really turn your day around.’

READ MORE: The Most Instagramable Beauty Brands

Watch out beauty blogs, Rosie and team are coming!