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
Grazia Instagram Beauty Brands
1 of 9Selahatin
Inspired by classic French beauty brands, Selahatin's toothpaste comes in an aluminium tube with a paired-back, monochrome design. What's inside is just exciting with the Scandi brand designing their toothpaste flavours like perfume aromas.
2 of 9The Gentle Label
Proving that even chores can be chic, The Gentle Label's household cleaning products come in stylish bottles you'd be proud to display. Using all natural ingredients, their three part range ticks the eco-approved box too.
3 of 9Lixir
You've probably already spotted Lixir's millennial pink packaging on Instagram and it turns out their hardworking products are just as impressive as their photogenic aesthetic. Formulated by industry expert, Dr Collette Haydon, the streamlined range aims to take the fuss and faff out of skincare with results-driven and multi-purpose products.
4 of 9Apa
Apa Beauty are aiming to overhaul the way we see toothcare with their line of 'oral cosmetics.' Borrowing their aesthetic from the world of luxury skincare, the tasteful white and gold packaging will improve any bathroom #shelfie.
5 of 9Herbivore
Whether it's their jade rollers, blush pink bath salts or charcoal soap bars, Herbivore Botanicals know a thing or two about Instagrammable branding. Bursting with natural active ingredients, the products live up to the hype.
6 of 9IGK
Whether it's the tongue-in-cheek product names, the world-class formulas or the bathroom brightening packaging, we've fallen hard for IGK haircare. And now, thanks to our friends at Space NK, you no longer have to worry about raiding a stateside Sephora to get your fix.
7 of 9Flora and Curl
Inject some tropical vibes into your bathroom with Flora & Curl's colourful, floral packaging. The non-toxic hair care range for naturally dry, curly or afro hair is well worth investing in.
8 of 9Haeckels
Hailing from Margate, Haeckels harvests the abundant seaweed off the town's coast to create powerful, natural skincare products. Housed in amber glass bottles with minimal branding, the packaging is both understated and elegant.
9 of 9Saturday Skin
With playful pink packaging and glow-giving credentials, this Korean beauty brand deserves a place on your bathroom shelf.
Watch out beauty blogs, Rosie and team are coming!