Could Rosie Huntington-Whiteley be launching her own beauty brand?

The model teases a possible new makeup range

Beauty Crew Contributing Editor / May 31 2018


So, it seems our first guess was right! While she sadly won’t be launching her own line of beauty products, Rosie has in fact launched (yep, it’s live!) a shiny new website that dishes out insider beauty tips and tricks – and it’s about to become your new go-to for all things beauty (besides us, obviously).

On the Rose Inc. website, she wrote “The makeup artists, the designers, the skin experts, and the hairstylists—they’ve all been my teachers, and I’ve been taking notes.”

“This outlet is my way of sharing everything that I’ve gleaned over the years. Timeless makeup tricks that instantly make you feel like your best self. Products and regimens that can get you glowing, and stat. Ways to turn a bad hair day into a great ponytail day, or what to do when dinner with friends calls for the perfect glam look. And, of course, a glimpse into some of my friends’ makeup bags. Babes, it’s all here.”

And there are already some big names on Rose Inc., including celebrity makeup artists Patrick Ta (she posted a tutorial on exactly how he achieves this Insta-famous lip look) and Sir John (check out what’s inside his makeup kit).

Rosie added, “I hope you won’t think of this website as a rule book, but as your best girlfriend’s notebook. The one always tucked under my arm, dog-eared and personal. Annotated and analog. Honest and full of every thought, every experience, and every idea I’ve ever loved. And I want you to read it.”

It’s already in our saved tabs, Rosie!


It’s official. We will never tire of celebrities launching their own beauty brands. Our reaction to seeing Rosie Huntington-Whiteley’s Instagram teaser is proof. Like giddy beauty-obsessed school girls, to say we were excited at the possibility that Rosie’s announcement of Rose Inc. means we could all soon buy makeup made by the model herself is an understatement. 

This is what Rosie just revealed on her Instagram, giving little away except @roseinc #comingsoon

This was followed with a couple of teaser videos showcasing some striking beauty looks (can we agree that silver and purple eyeshadow is a combo we've all probably overlooked?!):

But what is Rose Inc. all about? The tag line ‘Beauty from the Insider out’ has us guessing it could very likely be an insiders guide to beauty tips and tricks that only one of the world’s leading models would have access to. Imagine all the wealth of beauty wisdom she would have picked up after years in the makeup chair at the hand of the industry’s finest. We would definitely sign up for some of that.

Or, could it be an actual range of beauty products. Rosie has already dipped her toes into designing makeup through her Rosie for Autograph collection that’s sold at Marks & Spencer in the UK. Perhaps she found her calling for creating palettes, powders and all things pretty during that gig.

If the teaser image is anything to go by, her potential makeup line will probably be all about achieving a rosy (pun intended) glow that celebrates natural beauty.

We’d be pleased as punch with either option. But only time will tell – and a whole lot of @rosiehw Instagram stalking in the meantime as we wait for the next teaser or official announcement.

Stay tuned.

If you haven't heard about the latest celebs to launch beauty brands, then read up on the 70-piece makeup collection J.Lo just launched, and Lady Gaga's upcoming foray into cosmetics.


Would you buy a makeup range created by Rosie Huntington-Whiteley? What do you think Rose Inc. might be?

Main image credit: Getty
Inset image: @rosiehw,

Chelsea is BEAUTYcrew’s Contributing Editor. She has a sweet spot for anything that claims to make skin glow and won’t leave the house without a slick of mascara. Chelsea has 10 years of experience as a beauty editor and her words can be found on BEAUTYcrew, Women’s Health, Daily Addict, The Joye and Primped.