An all-new clean beauty brand is officially on the market and it goes by the name of Rose Inc..
Founded by English model and actress Rosie Huntington-Whiteley, Rose Inc. has been over two years in the making.
Fans of the model might find the name familiar, which was first used by Huntington-Whiteley to launch her editorial site of the very same name. Founded back in 2018, Rose Inc. is an online publication that currently employs 30 people and features interviews, beauty tutorials, and educational stories. For Huntington-Whiteley, the plan was always to launch her own beauty line within the Rose Inc. brand, and now she’s finally done it.
Working alongside Amyris (the biotechnology company behind Biossance and Pipette), Huntington-Whiteley wanted to ensure that her beauty brand was not only ethical and environmentally responsible but also promotes long-term solutions, especially for acne-prone skin.
Rose Inc.’s inaugural line, “The Modern Essentials” collection includes a range of vegan cosmetics and skincare products. There are nine products in total, in addition to beauty brushes and reusable cotton rounds. For example, there is a brow shaping gel, hydrating concealer, clarifying toner, lip and cheek blush, lip sculpt, and brightening serum. There are also two different makeup brushes: one for concealer and the other for blush, as well as sets and even a travel-size version of some items.
All formulas are 100% vegan, high-efficiency and non-comedogenic, and thanks to the brand’s partnership with Amyris, feature five skin-nourishing bioengineered botanicals. Among them are sugar cane, pea sprout, vitamins E and B5, and sea fennel extract.
Further, Rose Inc. is jumping on the latest trend in sustainable cosmetics: refillable packaging. However, it appears only the brand’s Blush Divine Radiant Lip & Cheek Color is available in refill form.
The Rose Inc. website includes a detailed profile of each beauty item that includes its benefits, ingredients list, sustainability, and a tutorial from Huntington-Whiteley herself. In an effort to be as inclusive as possible, the beauty brand has used models of all backgrounds to show consumers exactly how the makeup will look on them. Rose Inc.’s new website has also integrated Shade Finder and Virtual Try-On tools.
In addition, all packaging is reusable and refillable while all paperboard is Forest Stewardship Council-certified. Packaging is also made up of at least 25% post-consumer recycled materials, and no caps or boxes are produced in a larger size than they absolutely have to be. There is also no unnecessary plastic or glass used and no added weights.
All images in this article are courtesy of Rose Inc. unless stated otherwise.
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