Supermodel Rosie Huntington-Whiteley is behind the multipurpose clean beauty brand, Rose Inc.
Huntington-Whiteley, who’s walked for brands including Prada, Givenchy, Louis Vuitton, and Victoria’s Secret, says her debut vegan skincare range Rose Inc., has been in development for more than two years.
“I wanted to create products with innovative clean ingredients, sustainable solutions and high-performance, non-comedogenic formulations. I have such a deep love and passion for the beauty industry that this feels like an organic next step for me in my career,” Huntington-Whiteley said in a recent interview.
Huntington-Whitley partnered with the biotech company Amyris on sustainable ingredient development. Amyris is also behind sustainable skincare brand Bioassance, which was created by Caroline Hadfield, who joined Rose Inc. as CEO. Hadfield and Huntington-Whiteley worked together when the model worked as an ambassador for a Hadfield run brand, Pipette.
Consumers across the globe are seeking these better products, according to Huntington-Whiteley.
“As consumers, we are so much more aware,” she told WWD of the launch. “We pick things over a bit more, we ask the questions, we have high expectations from our brands, we vote with our dollar, and we understand these brands stand for something beyond just the product.”
The British Burberry model, now 34, started her career at age 16. “I didn’t want everybody to assume I was doing this just because I’ve loved beauty products my whole life,” she told WWD. Huntington-Whiteley said she wrote out a “manifesto” for Rose Inc. before she began working on the formulations.
“I think a lot of the time we see celebrities in beauty or skin care, and you think to yourself ‘Well apart from the fact that you wear makeup every day, I didn’t know this was a die-hard passion of yours. And if it’s not a die-hard passion, then why should I believe in your product?’”
Modern Essentials by Rose Inc.
The vegan and cruelty-free brand launched its “Modern Essentials” collection in Sephora earlier this month. It includes a brightening serum and a hydrating concealer. According to Huntington-Whiteley and Hadfield, the products are all “clean and multitasking.” The plant-based formulations come in refillable packaging and recyclable glass bottles. Hero ingredients include squalane, Vitamin E, renewable sugarcane, pink clay powder, sea fennel extract, and pea sprout.
“Pretty much everything is multipurpose, from our blush that can be worn as a lip product, to our brow gel that has ingredients to help with hair regrowth and conditioning the hair,” says Huntington- Whiteley.
“The ingredient industry really stepped up in ensuring it was going to produce cleaner ingredients for the color category, and the whole pigment market has lifted in quality. In the past, people would always say natural pigments don’t last very well, that the pay-off wasn’t there,” she said.
Rose Inc., says it used data from its content and community platforms to formulate, package, and promote the products that target consumers are seeking.
“I do think consumers are craving more and more transparency from brands across the board, whether that’s in fashion, food or beauty,” Huntington-Whiteley said of the research.
“I can’t imagine building this brand the other way around. I think community first is just the way to go.”
The Rose Inc., products are now available at Sephora.
Read: The 5 Best Sustainable and Clean Beauty Products to Keep That Cool Summer Glow Through Fall