Rosie Huntington Whiteley isn’t playing when it comes to making her mark in the beauty industry. Her hugely successful Rosie for Autograph makeup range at M&S meant that you could get your hands on a high quality yet affordable highlighter, blusher or shimmery shadow stick.

Now Rosie has turned her discerning eye and taste for fresh, natural makeup into a beauty brand of her own. Rosie’s acquired knowledge from years in the experts’ makeup chairs, plus possible contributions from said experts are the main key words for the goddess beauty brand. Given the millennial pink aesthetic on show on Rose Inc’s Instagram account, we’re guessing that Rosie is capitalising on the blush and ‘glow’ look she appears to love. She have revealed lipstick as one of her staples, whether nude, bold or somewhere in between. Seeing as she told us that her beauty muses were Elizabeth Taylor (glamorous) and Diane Kruger (low key and au natural). Makeup artist Katie Jane Hughes appears to have done her makeup for the Rose Inc shoot also indicates that something cool this way comes- Hughes is a regular on set for Glossier campaigns and is particularly known for her use of innovative, creamy textures (she essentially got the eye gloss trend off the ground) and creating gorgeous skin.

“My favourite time, from my working days, was spent in hair and make-up,” says the cover girl of nearly a dozen international editions of Vogue and occasional actress, last seen in the blockbuster Mad Max: Fury Road. “You can ask any make-up artist: I’m fascinated with everything, I’m trying everything, I’m smelling everything, I’m stealing everything,” she continues, swiping invisible lotions and lipsticks off a table at West Hollywood’s Soho House.

“Towards the very end of my pregnancy, I had this urge to be really creative,” says Huntington-Whiteley, who welcomed son Jack Oscar with fiancé Jason Statham just over 11 months ago. Assembling mood boards helped translate that passion – and her detail-oriented ways – into a clear, approachable yet polished vision: “I’m obsessed with fonts, layouts, colour; I get obsessed right down to the grain of how an image looks.”

“In many ways, I feel like my whole career has led up to this point,” she says, singling out celebrity brands like Rihanna’s Fenty Beauty and Gwyneth Paltrow’s Goop as inspirations. Like those predecessors, which combine industry-insider product curation with the kind of word-of-mouth beauty advice passed on from friend to friend, “I want the [Rose Inc.] content to feel inclusive and positive – [because] that’s the only way I like to work.”

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