Introducing Rose Inc.
Everything you need to know about the color and skincare line from supermodel and actress Rosie Huntington-Whiteley
Rosie Huntington-Whiteley is no stranger to the makeup chair and the effects that makeup can have on a person's skin. "As someone who suffers from skin challenges, I know the importance of ingredients that deliver," she says.
Founded in 2018 as a beauty editorial site, Rose Inc built a community that bridged beauty professionals and conscious, committed beauty enthusiasts. From there, Huntington-Whiteley began brainstorming a brand that merged her love for modern design, breakthrough sustainability and years of experience in the makeup chair, and released her first collection of clean beauty products in 2021.
Powered by science, Rose Inc takes a dual approach to beauty, delivering instant results with lasting skincare benefits. Each formula challenges clean stereotypes with saturated color, visible luminosity and lab-tested results–the outcome is color and skincare that outperforms in every category. “Now that I’m in my thirties and a mom, authenticity and integrity are so important to me,” she says. “I really wanted the brand to stand for something other than pretty products.”
While Rose Inc is a clean brand, the focus is on what goes into its formulas—not the 2,000 ingredients left out. Vegan, cruelty-free and Leaping Bunny certified, the line relies on ingredients proven to deliver results, and proprietary bioengineered actives are at the core of every product. Rose Inc develops many ingredients and formulas in-house and is one of the few companies that creates proprietary, fermentation-based molecules, including sustainable squalane, bisabolol and cannabigerol (CBG) derived from sugarcane.
Rose Inc values form as well as function, and is also committed to sustainability, not only in regards to how their ingredients are sourced, but also in how their products are packaged. Recycled and recyclable materials pair with thoughtful design to put environmental benefits before opulent packaging.
“I believe in putting out into the world what you’re looking for,” says Huntington-Whiteley. “The experiences I’ve had and the resilience I’ve built in fashion and modeling really led me to this. But I feel my responsibility is also massive: I set out to do this with really good intentions and integrity, and I hope that shows.”
Here, four of our must-have Rose Inc products:
Skin Enhance Luminous Tinted Serum
A hydrating skin tint that bridges the gap between radiant makeup and potent skincare, Skin Enhance Luminous Tinted Serum instantly delivers radiant coverage that puts your natural skin in the spotlight. Collections of pigment are encased within a skincare formula infused with hyaluronic acid, visibly plumping the skin while smoothing the appearance of fine lines. Squalane weightlessly hydrates the skin, while peptides help to protect against environmental damage. This serum blurs the complexion, refreshes the skin with a burst of moisture, all without clogging your pores.
Brow Renew Enriched Eyebrow Shaping Gel
This tinted conditioning gel volumizes and grooms for expertly shaped brows. The buildable soft-hold serum conditions and strengthens each hair with squalane, pea sprout, and vitamins E and B5, so even sparse brows take on more substance. With a smudge-proof, flake-proof formula, it sets brows in place with a natural finish.
Satin Lip Color Rich Refillable Lipstick
Looking for a rich lipstick that delivers moisture, reduces the appearance of vertical lip lines, plumps the lips, and is refillable? Look no further than the Satin Lip Color Rich Refillable Lipstick. This creamy formula administers weightless color that lasts, packed with concentrated active ingredients–it’s a classic lipstick with a skincare flair. Potent botanicals and hyaluronic acid visibly smooth the lips, offering a fuller look, while Vitamin E creates a supple and soft finish. “I wanted versatile and easy-to- wear lipstick shades that could go from morning to night and leave your mouth looking supple,” says Huntington-Whiteley.
Satin and Shimmer Duet Eyeshadow
A perfect pair of pigment-rich eyeshadows, the Satin and Shimmer Duet Eyeshadow visibly smooths the delicate skin around the eye while still creating multidimensional looks. The palette includes both a cream and a pressed shadow, which add weightless hydration while simultaneously calming the skin. The cream satin shadow washes over the lids with a sheer finish, while the pressed powder delivers diffused illumination alone or over the cream base.