Rosie Huntington-Whiteley has launched a beauty website and we’re obsessed

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  • Cannot. Contain. Excitement.


    Yesterday Rose Inc officially launched, and rather than a beauty collection, the supermodel has actually created an online beauty portal. The site will act as an editorial destination (with Rosie herself playing editor), including interviews with leading industry experts and figures in the public eye divulging their tips and tricks, as well as an online shop. Rosie penned this in her welcome letter: ‘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.’


    It seems like celebrities are launching make-up ranges left, right and centre. First there was Gwen Stefani, then Jenifer Lopez announced she was getting in on the action. It’s no surprise really; so many big names have had hugely successful make-up brands. Just look at Rihanna’s Fenty Beauty, Victoria Beckham’s range with Estee Lauder (she’s also just announced that she is working on her own skincare as well) and the more obvious one: Kylie Cosmetics by Kylie Jenner. There’s mega bucks to be made by putting your name to a colour cosmetics line.

    Which is clearly why Rosie Huntington-Whiteley put her name to Marks & Spencer’s make-up line years ago: Rosie for Autograph. Well guess what? The supermodel has taken it one step further. She took to her Instagram account to announce something new called Rose Inc.

    @roseinc #comingsoon

    A post shared by Rosie HW (@rosiehw) on

    The model links to the Rose Inc’s own Instagram account in the caption, which when you click through has the tagline ‘Beauty from the Insider out’ and hashtags ‘coming soon’. It looks like Huntington Whiteley is launching a brand new beauty line. We cannot wait; if this means we get to look like anything like Rosie in these clips, sign us up now. In fact, guess what?! You can sign up now. Pop onto the Rose Inc website to join the mailing list to be one of the first to find out more about the brand.

    We don’t exactly know when it’ll launch yet, but we’ll update as and when we hear more.

    It’s all coming up rosy for Rosie.

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