Rosie Huntington-Whiteley Skincare Routine
Image credit: @rosiehw

I’m usually pretty immune to the hype that clouds celebrity beauty brands, but Rose Inc is one that piqued my interest early on. For starters, founder Rosie Huntington-Whiteley is one of the world’s most successful models (with a face to match). But she’s also incredibly savvy when it comes to skin. Admittedly breakout-prone and very across brands, products and innovation, she cemented her status early on with an editorial offering, curating interviews, videos and expert recommendations online before eventually announcing the launch of a clean ‘modern essentials’ product line a few months ago.

Now available at Mecca, I decided to buy the hero product — the Softlight Luminous Hydrating Concealer — in place of Nars Creamy Radiant Concealer (my all-time favourite for the last five years). Described as a “do-it-all concealer that brightens, blurs and contours while nourishing the skin”, it’s been dubbed by Rosie as an alternative to all-over foundation. The ingredients listing reads a little like skincare, formulated with plant-based squalane, vitamin E, hyaluronic acid and fig extract. It’s also non-comedogenic (Los Angeles aesthetician Biba de Sousa actually helped with the ingredients) so is the perfect makeup product for those that are prone to congestion… i.e. me.

With 10 shades available, I grabbed LX 070, a medium hue with golden undertones. The first time I used it, I was going through one of the worst breakouts I’d had in years, so pigment and coverage was paramount (this is a big part of what I love about Nars). Taking cues from Rosie, I dotted it around my eyes, chin, forehead and on some breakouts, blending it in with a large fluffy brush. Incredibly, it melted into my skin like warm butter but still provided amazing coverage, giving me even-toned skin without looking heavy. And then there’s the finish! Unlike other high coverage concealers that settle or crease, this one has a creamy, hydrating base that spreads well and looks fresh — meaning it’s perfect for all over the face (as opposed to spots only).

As for the wear, I can’t fault it. Long-wearing but still natural, I can hand-on-heart say this is one of the most impressive makeup products I’ve tried this year, and worth every single cent of the $43 price tag. I’m yet to try and other products within the range, but this positive experience means I certainly will be.

Shop the Rose Inc Softlight Luminous Hydrating Concleaer below.


Rose Inc Softlight Luminous Hydrating Computer, $43. SHOP NOW