08.20.21
This month, model/actress Rosie Huntington-Whiteley is taking on the roles of founder and chief creative director with the launch of Rose Inc., a new cosmetics and skin care brand.
This is Huntington-Whiteley's second venture to the other side of the beauty chair, as her initial step into beauty was the founding of the editorial destination, Rose Inc.
Collaborating with Amyris, the brand is integrating 100% non-comedogenic formulas, with over five skin-nourishing proprietary bioengineered botanicals and "safe synthetic" ingredients that were developed exclusively by Amyris for the brand. These include vitamin E, derived from 100% non-GMO sunflower seeds and naturally rich in monoglycerides and moisturizing phytosterols; sugar cane, a proprietary vegan squalene derived from renewable sugarcane; and squalene, a 100% plant-derived, sustainable moisturizer.
Launching with the Modern Essentials collection including Softlight luminous hydrating concealer (20 shades), Lip Sculpt Amplifying Lip Color, Brow Renew Enriched Eyebrow Shaping Gel, Blush Divine Radiant Lip and Cheek Color, Radiant Brightening Serum and Skin Resolution Clarifying Toner, Rose Inc. is committed to offering 100% vegan and cruelty-free products.
The Modern Essentials collection will be sold separately and ranges from $18-$72. Rose Inc. will exclusively be available in the US at Sephora, Sephora.com and Roseinc.com on August 27.