Rosie Huntington-Whiteley’s Rose Inc. and Amyris are launching a clean color cosmetics brand.
Called the Modern Essentials collection, the Rose Inc. line builds off of Huntington-Whiteley’s digital community of the same name, which brings together beauty professionals and enthusiasts under one roof. The former Victoria’s Secret Angel serves as both founder and chief creative officer.
“After working closely with high-profile makeup artists for over a decade, we launched Rose Inc. as a way to indulge my quest for the best ingredients, formulas and packaging available — and I found them in working with Amyris,” Huntington-Whiteley said. “I couldn’t find other brands that unite them all in one collection. From efficacy to ethics, Rose Inc. represents everything that’s important to me in color cosmetics and skincare.”
The debut collection products include the Softlight Luminous Hydrating Concealer; Lip Sculpt Enriched Amplifying Color; Brow Renew Enriched Shaping Gel; Blush Divine Radiant Lip and Cheek Color; Radiant Reveal Brightening Serum and Skin Resolution Clarifying Toner. All products are vegan and cruelty free, and the sustainably-sourced ingredients include Amyris’ sustainable and plant-derived moisturizer that adds weightless hydration. As a leader in the clean health, beauty and wellness markets, the synthetic biotechnology company ensures Rose Inc.’s products are effective and clean.
It also lists pink clay powder, sodium hyaluronate and sea fennel extract as key ingredients. What’s more, Rose Inc. attests to using cartons printed with soy-based ink, carbon neutral shipping, recyclable glass bottles and refillable packaging.
“Applying Amyrus’ technology and unique ingredients to color was a next logical step,” Rose Inc. CEO and co-founder Caroline Hadfield said. “It was evident early on that Rosie, Amyris and I share a vision to set the new standard for ethical, best performing and sustainable color cosmetics and skincare, and we’ve been able to bring that to life in the Amyris laboratories.”
The Rose Inc. Modern Essentials collection will be available beginning Aug. 27. Registration for exclusive purchasing is open until Aug. 26 on its website and then will also be available at Sephora in the U.S. and Canada; Space NK in the United Kingdom and Mecca in Australia.