Rosie Huntington-Whiteley On Creating A Cult Beauty Brand

When Rosie Huntington-Whiteley launched Rose Inc as an editorial website in 2018, quizzical eyebrows were raised. Five years on and she’s defied the cynics by turning her content platform into a blossoming beauty empire that offers high-quality skincare, make-up and body products. We spoke to the Brit model-turned-entrepreneur about what it takes to play the beauty long game.

The idea was shaped by my unique experience

It was Huntington-Whiteley’s love for all things beauty that galvanised the launch of her site. ‘People were like, “Why is she doing that? How strange!”’ she tells us, laughing. But behind the scenes, she was plotting something much bigger. ‘My grand plan was to launch a beauty brand, I just didn't know how to do it. So I started creating content as a way to connect with industry tastemakers while building an audience and gathering data.’

It was a smart move, complemented by Huntington-Whiteley’s illustrious modelling career. ‘During 20 years of shoots and endless hours in the make-up chair, I was exposed to incredible artists with endless tips and tricks. I saw first-hand the transformative power of beauty; that insight was invaluable for building my brand.’

Rose Inc is about more than pretty make-up

Rose Inc

When it came to developing her line of products, the 35 year old wanted luxurious results that stay true to her eco-forward mindset. ‘This isn’t about me as the face of pretty make-up in nice packaging,’ Huntington-Whiteley explains. ‘I wanted a fully fledged brand that relies on unique ingredients to deliver skincare benefits in thoughtful designs, putting environmental considerations before opulent packaging.’

Amyris, a biotechnology company based in California, was the perfect partner. ‘Its expertise in sustainable growth and innovative cosmetics allowed me to create products I’m really proud of,’ Huntington-Whiteley says. Using clean new ingredients created by biodesigned fermentation, including a sustainable silicone alternative called hemisqualane, the parent company helps the star to achieve true sustainability, all wrapped up in chic, refillable packaging.

I’ve been on a lifelong quest for better skin

Huntington-Whiteley’s personal mission to discover carefully crafted formulas and create a line of clean beauty products evolved from her own struggles with breakouts. ‘I’ve experienced acne-prone skin all my adult life, so have spent many hours in the dermatologist’s office learning about game-changing ingredients,’ she says.

‘I'm always striving for that natural glam look, and healthy skin is the starting point. All Rose Inc products are non-comedogenic, so they won’t clog your pores, which is very important to me. I want to give back to skin, whether it’s through hydration, firming or smoothing.’

Entrepreneur life is full of challenges

@rosiehw

Don’t be fooled by Huntington-Whiteley’s serene appearance and flawless Instagram snaps, though. The founder admits that running an international business, with two small kids in tow, isn’t as glossy as it seems. ‘It’s easy to assume – as I once did – that if a brand looks well put together, it’s all smooth sailing. But behind the scenes, there’s so much going on. I’m pedalling very fast and pivoting quickly, from innovations to budgets to filming beauty tutorials.

‘This is a fast-paced, high-demand industry and just as I think I’ve got it figured out, the landscape changes. It’s about constantly re-evaluating what is and isn’t working, and acknowledging that the challenges are our greatest learnings.’

My advice is to find your passion project

The fact that Huntington-Whiteley is so committed to the brand’s vision helps her persevere through challenging moments. ‘You cannot sustain a fulfilling career unless you love what you do,’ she says.

So what’s her insider tip for budding entrepreneurs hoping to follow in her well-heeled footsteps? ‘Find what you love, then figure out a way to make a living from it. I believe that creating something from your heart is always the best starting point.’

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