Model launches beauty website
Consider it ‘your best girlfriend’s notebook’
Rosie Huntington-Whiteley has launched her own beauty website, Rose Inc., at roseinc.com. The model/actress hinted she was working on a makeup project through a series of teaser Instagram posts early last week, and the results of her work went live online on Tuesday.
As well as products tried and tested by Huntington-Whiteley herself, Rose Inc. will also feature editorial content such as personal interviews and makeup tutorials, with the former Victoria’s Secret Angel keen to divulge all the tricks of the supermodel trade. “This outlet is my way of sharing everything that I’ve gleaned over the years,” the 31-year-old wrote in a welcome letter on the website. “Timeless makeup tricks that instantly make you feel like your best self. Products and regimens that can get you glowing, and stat. Ways to turn a bad hair day into a great ponytail day, or what to do when dinner with friends calls for the perfect glam look. And, of course, a glimpse into some of my friends’ makeup bags. Babes, it’s all here.” But the fashion icon, who has been inspired by celebrity brands like Rihanna’s Fenty Beauty and Gwyneth Paltrow’s Goop, says she didn’t want the platform to be treated as a “rule book” but rather “your best girlfriend’s notebook.” Huntington-Whiteley, who said some of her favourite times at work were when she was sat in the makeup chair, said the desire to pursue her love of beauty stemmed from a feeling that emerged in the latter stages of her pregnancy. “Towards the very end of my pregnancy, I had this urge to be really creative,” Huntington Whiteley, who welcomed son Jack with fiancé Jason Statham just more than 11 months ago, told U.S. Vogue.
“In many ways, I feel like my whole career has led up to this point. I want the (Rose Inc.) content to feel inclusive and positive — (because) that’s the only way I like to work.”