From the makeup chair – and the editor’s office – Rosie Huntington-Whiteley’s relationship with beauty has long presented deeper than that of the average model or actress. Initially manifesting as an editorial platform, what was once a digital reflection of Huntington-Whiteley’s approach to beauty is now a collection of sustainable, refillable, consciously formulated makeup and skincare that forges a new path for modern beauty standards. It’s called Rose Inc, and as of today, it’s available exclusively at MECCA. “I was inspired to share the beauty tips and secrets I’ve learned throughout my modelling career with my community,” the newly-titled founder shared with The MECCA Memo. “When it came to launching products, I wanted to create items I felt were missing from my routine: sensual and sustainable essentials that gave me effortless and effective results. I wanted to create something sleek, neutral, and modern that looks nice in your bathroom or on your vanity.” “Beyond the aesthetics,” she adds, “it was also important to me that the packaging met our stringent sustainability standards, and that the formulations were clean, luxurious and non-irritating.” The first drop of products is called The Modern Essential collection. If you’re not sure where to start, let Huntington-Whiteley help you with her favourite four.
The one that ticks all the boxes: Blush Divine Radiant Lip & Cheek Color “I am loving the Blush Divine. It’s sustainable, thanks to the refillable packaging. It’s great when I’m in a rush because it can be worn on the cheeks and the lips. It’s long wearing and incredibly hydrating, thanks to squalane and vitamin E. It can sometimes be difficult to find products that check all the boxes: clean, sustainable and non-irritating, with modern packaging too. But I think what sets Rose Inc apart is that we are prioritising all of these things, at the same time.”
The formula Rosie is most proud of: Softlight Luminous Hydrating Concealer “For me, it was all about curating a tight edit of skincare and makeup products that I couldn’t live without: ones that give me instant, effective, and effortless results. The first product to be finalised was our Softlight Luminous Hydrating Concealer, which is definitely the product I would say I’m the most proud of. The feedback and reviews have been incredibly positive.”
The skin saviour that makes Rosie feel her best: Skin Resolution Clarifying Toner “The Skin Resolution Clarifying Toner makes me feel my best, because it really helps to clear my acne-prone skin. After a lot of travelling, and or wearing a lot of makeup, it’s nice to have a product that I can rely on to clear my pores. It’s filled with willow bark-derived salicylic acid, and unique pink clay powder for purification and detoxification.”
The multitasker Rosie uses day and night: Radiant Reveal Brightening Serum “This is an all-in-one product: a hydrating moisturiser, a serum, and a makeup primer. It’s jam-packed with squalane, vitamin C, and sea fennel extract, which all work together to instantly plump, brighten and soften the skin. It’s non-comedogenic too, making it ideal for all skin types. I use it in the morning and evening, massaging one-to-two pumps into my face and neck.
From the makeup chair – and the editor’s office – Rosie Huntington-Whiteley’s relationship with beauty has long presented deeper than that of the average model or actress. Initially manifesting as an editorial platform, what was once a digital reflection of Huntington-Whiteley’s approach to beauty is now a collection of sustainable, refillable, consciously formulated makeup and skincare that forges a new path for modern beauty standards. It’s called Rose Inc, and as of today, it’s available exclusively at MECCA. “I was inspired to share the beauty tips and secrets I’ve learned throughout my modelling career with my community,” the newly-titled founder shared with The MECCA Memo. “When it came to launching products, I wanted to create items I felt were missing from my routine: sensual and sustainable essentials that gave me effortless and effective results. I wanted to create something sleek, neutral, and modern that looks nice in your bathroom or on your vanity.” “Beyond the aesthetics,” she adds, “it was also important to me that the packaging met our stringent sustainability standards, and that the formulations were clean, luxurious and non-irritating.” The first drop of products is called The Modern Essential collection. If you’re not sure where to start, let Huntington-Whiteley help you with her favourite four.
The one that ticks all the boxes: Blush Divine Radiant Lip & Cheek Color “I am loving the Blush Divine. It’s sustainable, thanks to the refillable packaging. It’s great when I’m in a rush because it can be worn on the cheeks and the lips. It’s long wearing and incredibly hydrating, thanks to squalane and vit amin E. It can sometimes be difficult to find products that check all the boxes: clean, sustainable and non-irritating, with modern packaging too. But I think what sets Rose Inc apart is that we are prioritising all of these things, at the same time.”
The formula Rosie is most proud of: Softlight Luminous Hydrating Concealer “For me, it was all about curating a tight edit of skincare and makeup products that I couldn’t live without: ones that give me instant, effective, and effortless results. The first product to be finalised was our Softlight Luminous Hydrating Concealer, which is definitely the product I would say I’m the most proud of. The feedback and reviews have been incredibly positive.”
The skin saviour that makes Rosie feel her best: Skin Resolution Clarifying Toner “The Skin Resolution Clarifying Toner makes me feel my best, because it really helps to clear my acne-prone skin. After a lot of travelling, and or wearing a lot of makeup, it’s nice to have a product that I can rely on to clear my pores. It’s filled with willow bark-derived salicylic acid, and unique pink clay powder for purification and detoxification.”
The multitasker Rosie uses day and night: Radiant Reveal Brightening Serum “This is an all-in-one product: a hydrating moisturiser, a serum, and a makeup primer. It’s jam-packed with squalane, vitamin C, and sea fennel extract, which all work together to instantly plump, brighten and soften the skin. It’s non-comedogenic too, making it ideal for all skin types. I use it in the morning and evening, massaging one-to-two pumps into my face and neck.
