Rosie Huntington-Whiteley Steps Down From Rose Inc

Rosie Huntington-Whiteley Steps Down From Rose Inc featured image
Getty Images / Axelle/Bauer-Griffin

Another day, another major shake-up in the beauty industry. On Friday, May 3, model, actress, and entrepreneur Rosie Huntington-Whiteley announced she’s stepping down from her makeup and skin-care brand, Rose Inc. Although the 37-year-old didn’t elaborate on what this means for the brand’s future, one thing’s for sure: it’s difficult to envision Rose Inc without Rosie at its helm.

Huntington-Whiteley shared the news with her nearly 20 million Instagram followers via a text post on her Instagram feed. “In 2018, I founded Rose Inc with a vision to foster a beauty community and create exceptional products in line with my values and beliefs,” the post began. “However, due to significant changes within the business, I’ve made the considered decision to step down from the brand.”

She continued: “In August 2023, Amyris Inc, Rose Inc’s joint venture partner, declared bankruptcy, leading to the sale of Rose Inc’s assets to the highest bidder at auction. The brand is now under new ownership, and moving forward I am no longer involved or affiliated with its operations, products, or promotional activities.

Authenticity and integrity are paramount to me in any business endeavor on which I embark and therefore, it is time for me to close this chapter and pursue new adventures.”

To conclude, she wrote: “As I embrace the future, I reflect on the journey and the invaluable lessons I’ve learned along the way. It has been one of my proudest accomplishments to build and grow the Rose Inc community over the years and I’d like to take this opportunity sincerely thank you for your support, commitment and belief.”

Fellow beauty industry leaders flocked to the comments section to praise the founder. Makeup artist Katie Jane Hughes wrote, “I will always have the fondest memories of that first shoot that I did with you at the beginning of the journey. The products were amazing and what you did was magic. I cannot wait to see what you do next.”

Other leaders in the fashion and beauty industry left messages of solidarity in the comments, stating that they would refrain from using the products now that she’s no longer involved.

Huntington-Whiteley launched Rose Inc as an editorial outlet in 2018 and transformed it into a beauty brand in 2021. It launched with nine makeup and skin-care products and has expanded significantly, launching candles, skin-care tools and more. Among its standout products is its Skin Enhance Luminous Tinted Serum, a combination of skin care and makeup designed to provide sheer coverage and a luminous complexion. It’s lightweight and contains innovative micro-encapsulated pigments that burst on contact with a makeup brush or your hands.

While there’s still uncertainty about the brand’s future, you can still covet the brand’s products—like the aforementioned serum—at this time. Just be sure to hurry; it’s selling out fast.

Rose Inc Skin Tint


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