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Rosie Huntington-Whiteley is an English supermodel most notably recognized for her work as a Victoria’s Secret Angel. The British beauty has also served as the face of Burberry’s “Burberry Body” fragrance in 2011 and recently worked alongside denim fashion brand Paige in an artistic collaboration. Now, Huntington-Whiteley is furthering her entrepreneurial spirit by delving into the beauty industry with her new cosmetic and skincare brand, Rose Inc.

In October of 2019, Rose Inc. was initially launched as an online platform for beauty-based content and interviews curated by Huntington-Whiteley. However, the brand has evolved from highlighting cosmetic products to now creating its own. In collaboration with Amyris, a biotechnology company at the center of differing clean brands, Rose Inc. differs itself from other celebrity beauty brands with its emphasis on sustainability and ethics.

Huntington-Whiteley serves as the founder and Chief Creative Director of the brand alongside CEO Caroline Hadfield. With non-comedogenic and environmentally friendly formulas, Rose Inc. functions with a solid backbone of sustainable practices and quality standards.

For the Rose Inc. product launch, their debut Modern Essentials collection offers makeup, skincare products, and makeup brushes. All of the items are completely vegan and cruelty-free with arrive packaged in eco-friendly material. The cosmetic line features six shades of hydrating Lip Sculpt lip color, five shades of Brow Renew eyebrow defining gel, 20 shades of Softlight luminous hydrating concealer, and multipurpose Blush Divine Radiant Lip and Cheek Color.

As for skincare, the lineup will offer the Skin Resolution clarifying toner, Skin Clarity exfoliating cleanser, Eye Revival brightening eye cream, and Radiant Reveal brightening serum. These various products are accessible for all skin types and are composed of vitamin C, sea fennel extract, and plant-based moisturizing agent squalene. Additionally, each product is packaged in recyclable glass bottles and repurposed PCR plastic to uphold the eco-friendly agenda.

Rose Inc.’s debut beauty collection of skincare, cosmetics, and brushes range from $18 -$72. Earlier this week, the products were made available to exclusive Rose Inc. members while today marks their public nationwide launch. The collection is available for purchase at Sephora, Sephora.com, and Roseinc.com.