Rosie Huntington-Whiteley has launched her own beauty brand, and yes, she’s heading down

Let’s face it, a celebrity launching a beauty brand is no longer a surprise. From Victoria Beckham to Jennifer Lopez, it has become all too common to hear about another famous face who has released a makeup or skincare line, though their most memorable beauty moments are in the hands. top makeup artists.

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

Making the announcement via Instagram, Huntington-Whiteley shared it Modern Essentials collection with the world. And while, yes, most celebrity brand launches typically don’t include Australia, Rose Inc. is actually coming to our shores, thanks to MECCA.

Through her platform, Rose Inc., the model-turned-mogul set out to create a beauty brand that not only reflects her own soft-glam aesthetic, but delivers effective skin care for prone skin. acne like hers.

“I’ve had acne-prone skin my entire adult life, so I’ve been searching since I was about 16 to figure out how to handle this,” Huntington-Whiteley said. Refinery29 EN “Over the years I have built my own research, but these are the two skin care products that give me the most instant results: an AHA toner then a beautiful hydrating serum and a primer.”

A pioneering brand created not only by Huntington-Whiteley, but also by clean beauty maverick Caroline Hadfield, Rose Inc. “unites efficiency and ethics in formulas loaded with exclusive botanical ingredients derived from bioengineered and safe synthetic ingredients, ”according to the press release.

The result? Equal parts effortless and efficient. Both clean and clinically proven, as well as sensual and durable, it includes nine makeup and skin care products, beauty brushes and reusable cottons.

Including the future mother of twoA must-have for skin care – a Brightening Brightening Serum and a Skin Resolution Clarifying Toner – the collection also includes four different makeup products, along with two brushes. Products include Lip Sculpt Amplifying Lip Color, Brow Renew Enriched Brow Shaping Gel, Blush Divine Bright Lip & Cheek Red, and Concealer available in 20 shades.

The concealer itself, which Huntington-Whiteley crowns as his favorite item in the collection, was his choice during the lockdown, thanks to its blurry effect and your-skin-but-better formulation.

Rose Inc.

Rose Inc.

Understandably, the brand’s name comes from its eponymous editorial site, Rose Inc., which launched in May 2018. Since its inception, the online publication has featured interviews with models and content creators, but also stays on the lookout thanks to to its range of educational stories, beauty tutorials and buyable beauty products, curated by the model herself.

Price wise, the range is quite affordable, ranging from AUD $ 25 to $ 100. And rather than dropping one-off products, Rose Inc.’s game plan will target seasonal collections.

But where to get your hands on the collection? The good news is that it will be available in 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 some room in your beauty cabinet.

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