{"id":32626,"date":"2021-08-20T12:15:13","date_gmt":"2021-08-20T12:15:13","guid":{"rendered":"https:\/\/graziamagazine.com\/?post_type=articles&p=199227"},"modified":"2021-08-20T13:53:29","modified_gmt":"2021-08-20T13:53:29","slug":"rose-inc-products","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/rose-inc-products\/","title":{"rendered":"Rosie Huntington-Whiteley On Rose Inc. Becoming A Beauty Brand, Sustainability And Saying No To Shortcuts"},"content":{"rendered":"
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Credit: Supplied<\/figcaption><\/figure>\n

Rosie Huntington-Whiteley<\/a> has been dreaming of this moment since 2017. That was when the supermodel-turned-entrepreneur first began working on the idea for Rose Inc<\/a>., which would launch as an editorial website a year later. As the founder and creative director, she wanted to bridge the gap between the talented artists and creatives she worked with on set and everyday beauty obsessives, offering inspiration and education in equal measure. “I wanted to build a community around beauty, to cement my own passion and authority within the beauty space,” she tells me over Zoom from her home in Los Angeles.<\/p>\n

Creating a content platform also proved a valuable exercise in analytics and data acquisition, which would go on to form the basis of Rose Inc., the beauty brand. News of Rose Inc.’s evolution was announced earlier today, but when I speak with Huntington-Whiteley and Rose Inc. CEO Caroline Hadfield, we are still a few days away from the world’s first look at the launch. The Rose Inc. product line will sit under Clean Beauty Collective (a joint venture between Huntington-Whiteley and clean beauty giant Amyris), underpinned by a ‘clean chemistry’ ethos across both makeup and skincare.<\/p>\n

Huntington-Whiteley admits that she’s a little nervous about the brand’s first release, which will arrive at MECCA in October. “I’m biting my nails as to what the response will be. It’s overwhelming [but] it’s exciting. It’s all the feels.”<\/p>\n

Building a beauty brand<\/h4>\n

Directly following the Rose Inc. website launch, Huntington-Whiteley began quietly searching for the right partner to help build out a product arm. “During the summer of 2018, I started to look for my partner and was disappointed at what was out there. A lot of it was about slapping my name on things and white labelling, or it was too overwhelming to take investment money, and then not know what to do with it,” she recalls. Taking the easy route was never an option, however. “I wanted to create a brand that had real legs to it, that was beyond just a celebrity brand,” explains Huntington-Whiteley. “I really wanted to come at this as a founder, as opposed to creating products off of my own identity.”<\/p>\n

“Caroline and myself had met at the end of 2018 when we began working on a brand that she launched at Amyris called Pipette, which is a mother and baby skincare line. Caroline approached me and said, ‘I’ve heard you’re looking for a partner, would you be interested in sitting with me in the team at Amyris?'” As the parent company of cult skincare brand Biossance, Amyris is famed for its efforts in\u00a0 biotechnology \u2013 namely, for creating the world’s first synthetic form of squalane, a plant-based alternative to the shark-derived squalene.<\/p>\n

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A post shared by Rose Inc. (@roseinc)<\/a><\/p>\n<\/div>\n<\/blockquote>\n