Finding images of Rosie Huntington-Whiteley on her beauty brand’s website, Rose Inc, can be a challenge. The only images prominently displayed are at the bottom of the homepage and a few in the “Editorial” section. However, she makes appearances in tutorials where she shares beauty tips with her famous friends, showcasing not only her brand’s products but also those from other companies. If you weren’t specifically looking for her, you might not even realize that this 35-year-old model, actress, and entrepreneur is the visionary behind the brand.
Huntington-Whiteley aims for the products—a curated selection of clean skincare and cosmetics—to shine on their own merits. Her beauty embodies a captivating blend of English Rose and Hollywood glamour, reflected in her product offerings. The standout item, the Skin Enhance tinted serum, beautifully merges skincare with makeup, delivering a dewy radiance like no other. Additionally, the collection includes lovely sheer tints for lips and cheeks in those elusive deep pink shades. Notably, the packaging is incredibly lightweight and minimalist, designed for easy recyclability. Despite her significant celebrity status, Huntington-Whiteley has successfully created a brand that mirrors her aesthetic while standing strong on its own.
As Rose Inc celebrates its first anniversary, the brand’s success story is undeniable. Currently, Rose Inc employs 44 team members split between California and London, where Huntington-Whiteley, her fiancé, actor Jason Statham, and their son, Jack, have returned after 11 years in Los Angeles, along with their new baby, Isabella. The brand’s workforce also extends to New York and San Francisco. Caroline Hadfield, the president and CEO of Rose Inc, mentions that managing time zones poses a significant challenge. The brand is now featured in major retailers like Sephora, Space NK, Liberty, and Net-a-Porter. Beauty editors have also praised it, with 93% of the products on roseinc.com receiving ratings of 4.5 stars or higher. Hadfield notes that the brand has consistently “exceeded expectations every quarter since launch.”
Explore the Rose Inc Collection
In recent years, Huntington-Whiteley joins a growing list of celebrities who have launched their own skincare brands. The list includes Selena Gomez, Hailey Bieber, Scarlett Johansson, Alicia Keys, Pharrell Williams, and Harry Styles, each contributing to the booming beauty industry.
The appeal of skincare has surged, overshadowing traditional categories like fragrance and makeup. In 2021, the global skincare market was valued at an impressive $130 billion, with projections suggesting it could hit $135 billion by 2022, according to Grand View Research.
Moreover, the current trend focuses on natural ingredients, clean formulations, and personalized skincare rituals, bridging the gap between beauty and wellness. This transition emphasizes health alongside aesthetics, making skincare increasingly relevant. With many face creams supported by clinical trials and advanced research, venturing into skincare requires a depth of knowledge and insight that is distinct from merely endorsing fragrances.
Skincare also offers a medium for celebrities to express their unique personalities through their products. For instance, Alicia Keys promotes self-care and ancient rituals with her Keys Soulcare line, while Pharrell Williams’s Humanrace embodies a cool, gender-neutral aesthetic with its refillable packaging. Harry Styles’s Pleasing embraces psychedelic themes, featuring a diverse range of products including skincare and apparel.
Celebrity Beauty Lines Making Waves
SKKN By Kim vitamin C8 Serum, £92
Kim Kardashian would prefer you to buy the full nine-step routine in her skincare line, created with her facialist Joanna Czech, but the serum is garnering great reviews.
The Outset Nourishing Squalene Daily Moisturiser, $44
This versatile moisturiser from Scarlett Johansson’s line is excellent for layering with serums, drops, masks, and SPF, making it a must-have in any skincare routine.
Pleasing Acid Drops Lucid Overnight Serum, £34
This unique overnight serum from Harry Styles is crafted specifically for nighttime use, featuring a blend of natural acids alongside brightening lemon and papaya extracts.
Keys Soulcare Harmony Mask with Manuka Honey, £28
Despite its sticky-sounding name, this gel-serum mask from Alicia Keys is packed with rejuvenating honey and activated charcoal, offering a luxurious skincare experience.
Honest Beauty Hydrogel Cream, £25
Jessica Alba’s line stands out as one of the most successful celebrity skincare brands, offering a range of skincare, makeup, and household products. Her bestselling cream is a fantastic all-rounder.
Humanrace Rice Powder Cleanser, $32 <br
Sienna Blake is a licensed aesthetic consultant and beauty writer specializing in cosmetic surgery advancements and non-invasive treatments. With a background in dermatology and over eight years of industry experience, Sienna is passionate about helping people achieve confidence through informed beauty decisions. She holds a Bachelor's degree in Health Sciences and regularly collaborates with top plastic surgeons to stay at the forefront of aesthetic innovations. Outside of her work, Sienna enjoys traveling, skincare research, and practicing Pilates.
