Rosie Huntington-Whiteley on the journey behind her innovative new beauty brand
Today marks the launch of Rose Inc, the hotly-anticipated multi-category beauty brand founded by supermodel-turned-entrepreneur Rosie Huntington-Whiteley.
In the weeks leading up to the launch, I sat down with Rosie on Zoom. ‘I feel like we’ve gone up the roller coaster and we’re about to come down very quickly,’ she tells me. Even through the unflattering Zoom lens, I’m mesmerised by her beauty. I soon learn that behind the perfectly chiseled cheekbones is a whip-smart business woman with big ambitions. While Rosie sits at the helm of Rose Inc as brand founder and CCO (Chief Creative Officer), she is joined by industry heavyweight Caroline Hadfield as CEO and Amyris, a biotechnology company with a specialty in clean beauty. Rosie had previously worked with Caroline when she was a spokesperson for mother and child skincare line Pippet, a brand launched by Caroline and owned by Amyris.
Rosie’s career has taken her from the cover of Vogue to Victoria’s Secret runways and working as an ambassador for a host of high profile makeup brands, such as Hourglass. These experiences have equipped Rosie with a truly unique insight into the inner workings of the beauty industry. In 2018, following the birth of her son Jack, the model launched an editorial site to further cement her authority in the space. ‘We’ve been able to build this amazing network of people over the last three years and I’ve been able to really get across my passion for beauty,’ she explains.
And now, two years on since her first meeting with Caroline and Amyris, Rose Inc has launched The Modern Essentials collection: a thoughtfully curated, sustainably-conscious edit of daily must-haves. ‘I felt like it was much more modern to launch in collections and build the brand in that way,’ explains Rosie. Plus, ‘this approach really allows us to focus on a few products at a time and get them right and then add in newness as we go.’
This collection is made up of four colour products – a concealer, a lip crayon, a brow gel and a lip & cheek cream; two skincare products – a serum and a clarifying toner; two make up brushes and a reusable cotton pad. Rosie explains that these are her daily products that she will always use, be it for ‘a red carpet event’ or ‘dropping my son off at school.’
But it hasn’t all been smooth sailing: the team found creating the perfect packaging very difficult. ‘If we were going to launch a brand in 2021 we needed to be really mindful about the type of packaging that we were going to use and be much more considered.’ For this reason most of the products are made from at least 50 per cent post-consumer recycled material (PCR). ‘One of the reasons that so many brands steer away from using PCR is that it doesn’t have a luxury feel and so that really challenged us to think about the way we design the packaging,’ relays Rosie. ‘And where it left us was really looking at the simplicity of the form and the shape versus having a lot of overspray and foils and embellishment and lots of detail that essentially make things really hard to recycle.’ As one might expect, Rosie’s slick, clean-lined aesthetic is mirrored in the collection. ‘As I’ve gotten older I’ve found myself more and more drawn to minimalism and the beauty and simplicity within it and actually how luxurious minimalism is.’
I ask Rosie what she prefers between running a beauty business and being one of the world’s most successful supermodels. ‘I feel so fortunate for the experiences that I’ve had, but after almost 20 years of doing anything you’re ready for the next step. I feel like I’ve almost been doing work experience for all these years to allow me to get to this place.’
Shop the collection now at roseinc.com
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