Rosie Huntington-Whiteley is a beauty girl through and through. I can tell because she doesn’t miss a beat when I ask her to detail her morning skincare routine. She knows every product, every active ingredient, even the days of the week she’ll use it. It’s this passion that saw her pivot from one of the world’s biggest supermodels to the founder of beauty editorial destination Rose Inc. It doesn’t feel like another celebrity-fronted ‘thing on the side’ but a genuine love for beauty and the positive impact it can have on people. As a beauty girl myself, I can attest to the fact that it truly is one of the most inspiring editorial platforms on the internet. And I would know… I read them all.
Serendipitously, Rose Inc. also saw Rosie sign on as the face of Hourglass, a beauty brand she’s been buying for the last eight years. Stocked at Mecca here in Australia, it’s a business that needs no introduction. Each and every launch is better than the last – a statement that’s especially true when it comes to the brand new Unlocked Instant Extensions Mascara – a tubing formula that delivers brow-skimming length and definition in a single swipe. To celebrate the launch, I’m chatting with Rosie via Zoom all the way from her home in Los Angeles. It can be hard to have a candid conversation when there’s a beauty contract involved, but Rosie is generous, honest and whip-smart when it comes to beauty – a girl after my own heart. From acne-specific skincare to her Instagram habits, read (and save) the complete interview below.
GRAZIA: So tell me about your partnership with Hourglass. How did that come about?
Rosie: I’d been a customer and fan of Hourglass for about eight years. I was first introduced through a makeup artist who used some of the products on me and I was blown away. I was just like, ‘wow, I need this.’ I went out and bought it all and it’s lived in my makeup bag ever since.
When I launched Rose Inc. in 2018, I started to do tutorials and I would talk about and use Hourglass all the time. I got connected to somebody from the brand and we did a couple of small projects. I eventually met with founder Carisa Janes and she asked me if I wanted to come on as the face. It was literally a dream come true.
GRAZIA: And I’m sure it’s rewarding for you, given you’ve spent so many years in the makeup chair. You would know what you like?
Rosie: Exactly. I wear the products every day. I get excited when there’s new launches. It’s a really meaningful partnership. I mean, at this point in my life, after doing this for 17 years, I really only want to work with brands that inspire me. I want to talk about things with integrity and only promote what I truly believe in. And I get to trial the products, which is great!
GRAZIA: Do you have three Hourglass favorites?
Rosie: I have to mention the Hourglass Vanish Concealer because it’s truly a life changer. I was loyal to my one before that for years and years and never thought I’d move away from it… but I did. It gives me enough coverage but it’s glowy and luminous and really easy to blend.
Obviously the Instant Extensions Unlocked Mascara is right up there. It’s a very unique formula – unlike anything I’ve ever tried before. The way I like to apply it is by starting at the root of the lash and pulling through using really slow, sweeping strokes. It gives such definition to the lashes and really just enhances them in a way that I’ve not experienced. Also it just washes off with water. In the evening when I’m in the shower, I just use the washcloth. I’ve got really sensitive eyes so it’s a real game-changer. You literally don’t need any makeup remover.
Finally, I love the Confession Lipstick in the shade At Night. It’s such a beautiful, classic red, but also very sensual. They actually just launched the same shade in the No.28 Lip Treatment Oil Tinted. The oil is amazing – so luxurious and hydrating. It’s something I wear every day, whereas the lipstick is the perfect brick red for evening.
Can I have one more? Ha ha! The blush that I’m wearing, Hourglass Ambient Lighting Blush in Diffused Heat is divine and so flattering on all skin tones. I just love the color. It reminds me of a beautiful sunset somewhere tropical, the color’s just so warm.
GRAZIA: Let’s talk skincare. What does your morning routine look like right now?
Rosie: I’m very diligent about skincare. I’ve suffered breakouts and congestion my entire adult life. At best it’s managed but it’s never perfect. I’m so envious of people with a clear, even skin tone. But basically all the products I use are non-comedogenic. That was a really interesting revelation to me… I saw a huge difference once I made that change. I use IS Clinical a lot – I know in Australia you can get them from Melanie Grant’s clinic. In the morning I use the Cleansing Complex and follow up with Zo Skin Health Oil Pads – they have a little bit of salicylic and glycolic acid in them for exfoliation. I switch between the IS Clinical Poly-Vitamin Serum and the Super Serum during the day, plus the eye cream. I also love the Hydra Cool Serum – it’s basically hyaluronic acid and is just so moisturizing. I’ll finish with a simple moisturizer from my aesthetician in Los Angeles, Biba – I find it’s best for managing my breakouts.
“Basically all the products I use are non-comedogenic. That was a really interesting revelation to me… I saw a huge difference once I made that change.”
GRAZIA: And what about the evening?
Rosie: In the evening I follow a similar routine, but I’ll use the IS Clinical Active Serum instead. Once or twice a week I’ll add a retinol, Cosmedix Serum 24 is my favorite. I might use Biologique Recherche P50 two or three times. Oh, and my derma-roller! I have one from Environ and it’s really been a game changer for me. The glowiness that I get from that is massive.
GRAZIA: Any other tools you love?
Rosie: I usually have a facial every two weeks, so lately I’ve had to be really on it with my skincare routine. I love the NuFace. I even have a blue light panel in the house, the Saluma Pro. I don’t get to use it as often as I would like but when Jason goes away, I promise you I’m probably laying on that.
GRAZIA: Any other tips for acne-prone skin?
Rosie: There’s a skincare line I recommend called Face Reality for anyone prone to breakouts. It’s non-comedogenic, affordable and you can book online consultations with experts who can guide you through your skincare routine. I have a bunch of their products and they’re great – simple, no nonsense and effective.
GRAZIA: Finally, talk to me about Rose Inc. Who and what is inspiring you in beauty content right now?
Rosie: I get a lot of inspiration from makeup artists that I have worked with and follow. I find so much inspiration on social media actually, if I’m being honest. I use it as a mood board. When it comes to thinking about who we profile and what we cover on Rose Inc., I feel like it’s really important that we talk to influencers and industry professionals that really have something to say beyond their makeup routine and beauty routine. I think it’s important to have a message.
I also really want to peel back the layers and look at beauty in a deeper way. What does it mean to people holistically? I think it goes without saying that we have a diverse mix of people and experts contributing as well.
GRAZIA: Of course. It’s so important to deliver content that’s inspiring but also meaningful, especially in the beauty space.
Rosie: Exactly. I’m always thinking, how caw we inspire our readers? What inspires me? When I look through that lens it becomes an incredible creative pursuit. When I was a teenager, I was obsessed with magazines and layout and editorials. I’m so visual. Plus, I always wanted to have something of my own. I mean, after 17 years of blood, sweat and tears within the fashion industry, I was ready. A lot of models just turn up and they do their job, and they’re totally cool with that, but I was more interested in the creative elements of it all.
GRAZIA: Can you offer any sage career advice for readers who might be feeling like they want to create something of their own?
Rosie: My advice is to show up, be collaborative, be professional, work hard and aim to inspire. But really there’s no secrets, I’m no more skilled than anyone else. I understand I’m a public figure and I’ve been able to leverage that, but truthfully I am so passionate about this. I’m so grateful to be able to access so many inspiring people and share their message.
SHOP ROSIE’s Edit Below:
Hourglass Vanish Concealer, $54. SHOP NOW
Hourglass ambient lighting blush, $67. shop now