Rosie Huntington-Whiteley’s beauty brand is coming to Australia

Let’s be honest, there’s been a lot of celebrities launching beauty brands recently whose credentials are… questionable.

Some days it seems that everyone just wants a slice of the “Rihanna’s now a billionaire thanks to Fenty Beauty” pie and is willing to slap their name on a few products to get there.

But like some of the other successful exceptions (Selena Gomez’s Rare Beauty is getting rave reviews for example), Rosie Huntington-Whiteley's upcoming namesake beauty label actually makes sense. 

This is one celebrity who has quite an impressive resume in the beauty industry already, making the news of Rose Inc’s launch in Australia something to rejoice over.

The story behind the Rose Inc beauty brand launch

First things first, this isn’t Huntington-Whiteley’s first product launch rodeo. 

The former Victoria’s Secret model was heavily involved with the eponymous Rosie for Autograph Makeup collection, which was created with U.K. retailer Marks & Spencer. The makeup line debuted in 2016 before ending in 2019, where Huntington-Whiteley went on to serve as an Hourglass Cosmetic brand ambassador in 2020.

Rose Inc was born back in May 2018, but its debut was as an editorial site, featuring interviews, beauty tutorials and a shoppable section of beauty products (from various brands) curated by Huntington-Whiteley. While product development began soon in the background, the original purpose of Rose Inc was to further cement her authority in the beauty space and build trust and authenticity between the brand and its audience. Go figure, huh?

“We see a lot of people launching brands all the time. Some feel authentic, and some that don’t,” said Huntington-Whiteley. “I wanted to build a site to get across my passion for beauty, to learn, to build a community — and I was also looking for the right partner to build our beauty brand with.”

The right partner ended up being Amyris Inc., the company behind other clean and conscious beauty brands like Biossance. The shoppable section of the Rose Inc website has now been replaced with the brand’s own products.

What products are in the Rose Inc range?

The Rose Inc beauty brand so far features nine makeup and skin care products, plus accessories including makeup brushes and reusable cotton pads.

The Softlight Luminous Hydrating Concealer and Blush Divine Radiant Lip & Cheek Color have our hearts already, and the names suggest the model’s own glowing skin and flushed monochrome looks have largely inspired the range.

There are also lip colours for those who’ve always wanted to emulate her signature pout and both a clear and tinted brow gel.

The skin care options include a brightening serum and clarifying toner, both housed in luxurious frosted glass packaging.

According to Glossy, the Rose Inc brand will focus on seasonal collections rather than one-off products, with prices ranging from $18-$72 USD (approx. $25-$100 AUD).

When and where will Rose Inc be launching in Australia?

While Rose Inc will be available via the brand’s website and Sephora U.S. by the end of August, we have to be slightly more patient in Australia. The good news is, the wait isn’t totally unbearable. Rose Inc products are set to launch in MECCA on the 28th of September, with MECCA as the exclusive retailer for Australia and New Zealand. 

Main image credit: @rosiehw / Rose Inc

Want more insider info? Here’s everything Rosie Huntington-Whiteley uses in her skin care routine.