Rosie Huntington Whiteley launches Rose Inc., a beauty brand.

three makeup brushes on top of compact powders

Model and actress Rosie Huntington-Whiteley can add another title to her impressive resume, founder and chief creative officer of her own beauty line, Rose Inc, which launches make-up and skincare products this week in the UK, the US, Canada and Australia. Rose Inc. is everything I value in skincare and colour cosmetics, from efficacy to ethics.

The blush was packaged in beautiful, refillable packaging and exceeded all our expectations.

brown makeup brush in front pink powder on glass case

The Lip Sculpt is a long-wearing lip crayon in six shades that delivers a saturated matte colour with the benefits of a balm as it is infused with hyaluronic acid, squalane, ceramides, hemp and vitamin E, and the liquid formula Softlight concealer has been designed to minimise the look of fine lines, redness and discolouration enriched with fig buttercup extract to calm skin and reduce redness and tara gum and chicory to lift the skin around the eye area and help reduce the look of fine lines. “I wanted one that would be gentle enough to use everyday, but still contain powerful alpha hydroxy acids to help my acne-prone skin.”

The debut collection also includes various brush tools and reusable cotton rounds, offering a sustainable alternative to disposable wipes. Rose Inc.. will become available worldwide, starting August 27 in Space NK in the UK, Canada via Sephora and Mecca in Australia.

Prices range from 14.50 pounds/18 US dollars for 10 cotton rounds to 19.50 pounds/26 US dollars for the brow gel and lip colour, to 23 pounds/30 US dollars for the lip and cheek tint. The clarifying toner costs $22.50 and the brightening serum costs $72.

three makeup brushes on top of compact powders

Caroline Hadfield, chief executive at Rose Inc., added: “Applying Amyris’ technology and unique ingredients to colour was a next logical step. Rosie, Amyris, and I shared a vision to create a new standard in ethical, best-performing, sustainable colour cosmetics. We were able to bring this vision to life at the Amyris laboratories.”

“We have high expectations for the Rose Inc brand and we’re off to one of the best starts of any Amyris clean beauty brand.”