Rosie Huntington-Whiteley Has Launched Her Own Beauty Brand, And Yes, It’s Headed Down Under

The countdown is on!

Let’s face it, a celebrity launching a beauty brand hardly comes as a surprise anymore. From Victoria Beckham to Jennifer Lopez, it’s become far too common to hear of yet another famous face who has released a makeup or skincare line, despite their most memorable beauty moments being at the hands of A-list makeup artists.

However, when a beauty aficionado like Rosie Huntington-Whiteley enters the market, we listen.

Making the announcement via Instagram, Huntington-Whiteley shared her Modern Essentials collection with the world. And while, yes, most celebrity brand launches tend not to include Australia, Rose Inc. is in fact hitting our shores, courtesy of MECCA.

Through her platform, Rose Inc., the supermodel-turned-mogul has been busy creating a beauty brand that not only reflects her own soft-glam aesthetic, but one that offers effective skincare for acne-prone skin like hers.

“I’ve had acne-prone skin my entire adult life, so I’ve been on a quest since the age of about 16 to figure out how to manage that,” Huntington-Whiteley told Refinery29 U.S. “Over the years, I’ve built out my own research, but these are the two skin-care products give me the most instant results: an AHA toner and then a beautiful hydrating serum-meets-primer.”

A vanguard brand created not only by Huntington-Whiteley, but also by clean beauty maverick Caroline Hadfield, Rose Inc. “unites efficacy and ethics in formulas charged by proprietary bioengineered botanicals and safe synthetic ingredients” as per the press release.

The result? Equal parts effortless and effective. Both clean and clinically proven, as well as sensual and sustainable, it features nine makeup and skin-care products, beauty brushes and reusable cotton pads.

Including the soon-to-be mother of two‘s skincare must-haves—a Radiant Brightening Serum and a Skin Resolution Clarifying Toner—the collection also features four different makeup products, with two brushes. The products include a Lip Sculpt Amplifying Lip Colour, a Brow Renew enriched eyebrow shaping gel, a Blush Divine radiant lip and cheek colour and a concealer that’s available in 20 shades.

The concealer itself, which Huntington-Whiteley crowns as her favourite product in the collection, has been her go-to while in lockdown, thanks to its blurring effect and your-skin-but-better formulation.
Rose Inc.
(Credit: Rose Inc.)

Naturally, the brand name stems from her eponymous editorial website, Rose Inc., that was launched back in May 2018. Since its inception, the online publication has featured interviews with models and content creators, but also keeps its finger on the pulse thanks to its range of educational stories, beauty tutorials and shoppable beauty products curated by the supermodel herself.

When it comes to prices, the range is rather affordable, with a range from AUD $25 to $100. And rather than dropping one-off products, the Rose Inc. game plan will aim for seasonal collections.

But where can you get your hands on the collection? The good news is that it will be available at all MECCA stores nationwide and online from September 28, 2021. In the meantime, you can check out the full collection on the Rose Inc. website here

So what are you waiting for? It’s time to make space in your beauty cupboard.

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