Update: After teasing a new venture called Rose Inc. on Instagram last week, Rosie Huntington-Whiteley finally revealed that it's not a beauty brand, but rather an entire website dedicated to her "insider" beauty content.
"Rose Inc. is a daily editorial destination for all things beauty: makeup tutorials, revealing interviews, visual eye candy, and products tried, tested, and approved by Rosie Huntington-Whiteley herself," reads the brand's statement. "Featuring original photography and insights from the industry's top experts, the site is honest and real— just like a page out of your best friend's notebook. While Rosie will share exclusive glimpses into her own beauty routine and glamorous nights out, she's truly interested in creating a community that is welcoming, diverse, inclusive, and endlessly inspiring."
The website is now live—the first piece of content being an interview with Huntington-Whiteley 's favorite makeup artist Katie Jane Hughes.
Rosie Huntington-Whiteley just took to Instagram to announce something new called Rose Inc. She tagged the new brand's Instagram page which has the tagline "Beauty from the Insider out." We can only guess this means one thing: Huntington-Whiteley is launching a beauty brand.
This wouldn't be the first foray into the makeup world for the supermodel. She currently has a makeup line called Rosie for Autograph sold at Marks & Spencer overseas—and it has a devoted and loyal following. The line includes perfumes, lipstick, foundation—the works, in packaging that is reminiscent of Charlotte Tilbury. Fans have been asking for years for the products to be available in the U.S., but so far it hasn't happened. This new Rose Inc. brand could be a way for Huntington-Whiteley to expand her makeup line internationally. Fans have already filled her comments with questions about the brand and whether or not it will be available in their country.
The first image for Rose Inc. shows Huntington-Whiteley wearing a pink shirt with a matching—but intense—dewy pink flush applied across her cheeks. A swipe of pink product is also splashed across the brand's Instagram feed—perhaps hinting at a cream blush formula.
Huntington-Whiteley's makeup in the Rose Inc. promo photos is fresh and dewy, not surprising considering her go-to makeup artist Katie Jane Hughes was on set that day. Hughes is known for her love of glowy skin, creamy textures, and natural makeup with a bold splash of color.
We'll update this post when we know more about Rose Inc., including the list of products, launch date, and prices.