Meet the Founder: Rosie Huntington-Whiteley

Rosie Huntington-Whiteley looks into mirror

Championing off-duty model essentials that are perfect for everyday radiance, Rose Inc’s collection of high-performing, multipurpose products has finally arrived. Making an exclusive debut with a beauty-filled vault starring everything from light-reflective concealers to skin-illuminating formulas, you’ll find all the glow-enhancing tools needed to create your very own caught-by-the-paps glam.  

Leading with science, these skin care powered staples come equipped with dew-drenching heroes to upscale your private GRWM moments, leaving the chemistry-like jargon in the lab. And the woman behind it all? Model-turned-entrepreneur, Rosie Huntington-Whiteley — who caught up with us to share an insight into how Rose Inc came to be… 

Cult Beauty: What inspired the glow-enhancing range that is Rose Inc? 

Rosie Huntington-Whiteley: Having a radiant, healthy-looking complexion adds to my confidence and that was very important to share whilst building the brand. I wanted products that promote luminous skin instantly and over time. Our Radiant Reveal Brightening Serum is a prime example of this. 

CB: You’ve experienced backstage rushes and likely left a makeup chair feeling less than satisfied with the outcome. How does your background in modelling play a role in every product? 

RHW: I like to apply my make up a certain way like everyone else; I kept that in mind when creating Rose Inc. The products are designed to be versatile, effortless and effective. There’s no wrong way to apply use them, so you can really make them your own. I think that’s why our Cream Blush Refillable Cheek & Lip Colour has become an award winner. 

CB: Why is it so important that science remains central to the product formulation behind Rose Inc? 

RHW: I have acne-prone skin, which is why I wanted our formulas to be both efficacious and non-comedogenic. Innovative science allows us to create clean ingredients and deliver them in unique ways such as our micro-encapsulated formulas. Each of our formulas are made with bio-fermented plant-powered squalane, which moisturises the skin without clogging pores.  

Rosie Huntington-Whitely looks at camera

CB: If you had to pick, which Rose Inc hero does everyone need in their beauty corner? 

RHW: It’s hard to choose just one, but I’d have to say our Skin Enhance Luminous Tinted Serum. It’s our number one bestseller and a true ‘holy grail’ product. 

CB: When Shakespeare said “a rose by any other name would still smell as sweet”, was he right? What truly sets Rose Inc apart from the rest? 

RHW: Beauty products have an incredibly transformative effect, and our products harness that power to enhance people’s daily routines in new and exciting ways. Rose Inc is about building and fostering our community by helping them feel their best. 


“The Skin Enhance Luminous Tinted Serum has sheer coverage and genuinely feels like you aren’t wearing any makeup.” 

“Don’t be afraid to apply the Softlight Luminous Hydrating Concealer  across the entire complexion, like I do on ‘no makeup’ days.” 

“The Solar Infusion Soft-Focus Cream Bronzer offers a cream-to-powder formula that easily builds depth.” 

“One thing about about the Cream Blush Refillable Cheek & Lip Color is that it has incredible buildable colour and adds visible radiance.”  

“I love how the Brow Renew Enriched Clear Shaping Gel  formula keeps brows in place, full stop.” 

“I love that the Ultra-Black Lash Lift Serum Mascara creates a dramatic effect while nourishing the lashes.” 

“I love to wear the Lip Treatment Hydrating Lip Balm alone or over lip colour for a glossy look.” 


Precious Sodimu

Precious Sodimu

Midweight Copywriter

Precious is a Midweight Copywriter at Cult Beauty. Sticking her teeth into all things make up and skin care, Precious is always on the hunt for products that work perfectly together (while remaining loyal to her can’t-do-without staples). Like most beauty devotees, Precious doesn’t go a day without her trusted SPF 50+ and is a self-proclaimed fragrance-phile. Away from the vanity mirror, Precious can be found sat with a good book (probably by her favourite author, Toni Morrison) or nurturing her nostalgia with a quality animated film – namely Shrek.