Rosie Huntington-Whiteley plots own beauty brand

By

Barbara Santamaria

Published
May 23, 2018

British actress Rosie Huntington-Whiteley has teased the launch of a beauty brand called Rose Inc on social media in yet another celebrity beauty venture.

The model shared a series of images on social media with the caption “Rose Inc” and “Coming Soon”, and has created a website for the new brand.

The images show Huntington-Whiteley in a variety of make-up looks, all dominated by pink tones and featuring pink cheeks, a matte nude lip and glossy eyeshadow.

There is no information about the future of Rosie Huntington-Whiteley’s popular collaboration with Marks & Spencer, which includes a fragrance, bath and body care products line under the name of Rosie for Autograph.

The style icon’s venture into own brand territory comes as the beauty/celebrity formula continues to reap rewards. Kylie Jenner, Kim Kardashian, Rihanna, Miranda Kerr and Victoria Beckham have all launched beauty ranges either with a brand or by themselves in recent years.

Victoria Beckham’s collaboration with Estée Lauder was expanded into skincare earlier this year, while Kylie Jenner’s beauty empire is expected to make a billion dollars by 2022. Meanwhile, Rihanna’s Fenty brand could outsell Kylie’s this year, according to data from online research from Slice Intelligence.