Home / word wide / Rose Inc, the beauty brand of model Rosie Huntington-Whiteley, arrives in Brazil in October

Rose Inc, the beauty brand of model Rosie Huntington-Whiteley, arrives in Brazil in October

In an exclusive interview with Vogue Brasil, the English model tells details about the creation of Rose Inc and the difference between its products and the boom in celebrity beauty brands.


If before celebrities only wanted to know about perfumery, today it’s hard to find someone who doesn’t have their own brand of beauty or well-being. In 2022 alone, Kate Moss , Hailey Bieber, Scarlett Johansson , Gwen Stefani and Winnie Harlow decided to dip their toes into this billion-dollar industry with items ranging from hair products to skincare . But to really be successful today in this saturated market, it is no longer enough to just have a famous name, but the basic triad: consistency, quality and efficiency.

All these adjectives apply to Rose Inc, a makeup and skincare brand launched by model Rosie Huntington-Whiteley in August 2021, which is scheduled to arrive at Sephora do Brasil stores and website on the 18th of this month. “I didn’t want to launch another celebrity brand where there wasn’t a real connection to beauty,” says Rosie in our Zoom chat. “I felt like I had a unique point of view in the beauty industry.”

If before celebrities only wanted to know about perfumery, today it’s hard to find someone who doesn’t have their own brand of beauty or well-being. In 2022 alone, Kate Moss, Hailey Bieber, Scarlett Johansson, Gwen Stefani and Winnie Harlow decided to dip their toes into this billion-dollar industry with items ranging from hair products to skincare. But to really be successful today in this saturated market, it is no longer enough to just have a famous name, but the basic triad: consistency, quality and efficiency.

All these adjectives apply to Rose Inc, a makeup and skincare brand launched by model Rosie Huntington-Whiteley in August 2021, which is scheduled to arrive at Sephora do Brasil stores and website on the 18th of this month. “I didn’t want to launch another celebrity brand where there wasn’t a real connection to beauty,” says Rosie in our Zoom chat. “I felt like I had a unique point of view in the beauty industry.”

Since starting her modeling career 20 years ago, Rosie has spent hundreds, if not thousands of hours backstage at fashion shows, shootings and recordings with the most important artists and experts in the beauty industry. “You can ask any makeup artist or hairdresser, I’m always testing everything, asking about everything, questioning everything. I’ve always loved beauty products, and the transformations they provide, and if you think about it, I’ve had a sort of internship in this area for over 20 years.”

All this learning and contacts collected over time gave life to a website, in 2018, called Rose Inc, where she wanted to produce content that bridged the gap between the artists she worked with on set and the beauty lovers. “It was the opportunity to expose my point of view in this market, connect with my audience, in addition to building an online community”, explains the mother of Jack , 5 years old, and Isabella, 7 months old, fruits of her marriage to actor Jason Statham.

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