Rose Inc, model Rosie Huntington-Whiteley’s beauty brand, arrives in Brazil in October | Beauty

If before celebrities only wanted to know about perfumery, today it’s hard to find someone who doesn’t have their own brand of beauty or well-being. In 2022 alone, Kate Moss, Hailey Bieber, Scarlett Johansson, Gwen Stefani and Winnie Harlow decided to dip their toes in this billion-dollar industry with items ranging from hair products to skincare. But to really be successful today in this saturated market, it is no longer enough just to have a famous name, but the basic triad: consistency, quality and efficiency.

All these adjectives apply to Rose Inc, a makeup and skincare launched by model Rosie Huntington-Whiteley in August 2021, which is scheduled to arrive at Sephora do Brasil stores and website on the 18th of this month. “I didn’t want to launch another celebrity brand where there wasn’t a real connection to beauty,” says Rosie in our Zoom chat. “I felt like I had a unique point of view in the beauty industry.”

If before celebrities only wanted to know about perfumery, today it’s hard to find someone who doesn’t have their own brand of beauty or well-being. In 2022 alone, Kate Moss, Hailey Bieber, Scarlett Johansson, Gwen Stefani and Winnie Harlow decided to get their feet wet in this billion-dollar industry with items ranging from hair products to skincare. But to really be successful today in this saturated market, it is no longer enough just to have a famous name, but the basic triad: consistency, quality and efficiency.

All these adjectives apply to Rose Inc, a makeup and skincare brand launched by model Rosie Huntington-Whiteley in August 2021, which is scheduled to arrive at Sephora do Brasil stores and website on the 18th of this month. “I didn’t want to launch another celebrity brand where there wasn’t a real connection to beauty,” says Rosie in our Zoom chat. “I felt like I had a unique point of view in the beauty industry.”

Since starting her modeling career 20 years ago, Rosie has spent hundreds if not thousands of hours backstage at fashion shows, shootings and recordings with the most important artists and experts in the beauté market. “You can ask any makeup artist or hairdresser, I’m always testing everything, asking about everything, questioning everything. I’ve always loved beauty products, and the transformations they provide, and if you think about it, I’ve had a sort of internship in this area for over 20 years.”

All this learning and contacts collected over time gave life to a website, in 2018, called Rose Inc, where she wanted to produce content that bridged the gap between the artists she worked with on set and the beauty lovers. “It was the opportunity to expose my point of view in this market, connect with my audience, in addition to building an online community”, explains the mother of Jack, 5 years old, and Isabella, 7 months old, fruits of her marriage with actor Jason Statham.

The development of the platform also ended up yielding Rosie valuable material about her audience’s interest in beauty. “We were able to see which colors, which shades and which textures were on the market. We knew what people were asking and what the public was commenting on, both positively and negatively.”

Radiant Reveal Brightening Serum, R$379 — Photo: Disclosure

It was the kick-off to take the online experience to tangible products that encapsulated everything Rosie has always believed in and looked for in the market, for that, she entered into a partnership with the biotechnology company Amyris, also owner of the skin care brand Biossance. Formulating effective, clinically proven products grounded in science and sustainability was a value shared by the company and Huntington-Whiteley.

“At our first meeting of brainstorm for product development, people were amazed because I took two suitcases of products that I had archived since the moment I decided I wanted to create a beauty brand. Everything was organized, labeled and separated by categories to show a little of what I liked most about the market. I still use those bags as inspiration for new ideas.” The result of the partnership is a portfolio with a more minimalist approach to makeup with products that are vegan, cruelty-freewith refillable packaging made of glass and sugarcane-based plastics.

Cream Blush Radiant Lip & Cheek Color, R$ 239 — Photo: Disclosure

Among the 16 products that arrive in this first wave in Brazil, the watchwords are low coverage and a glow finish, at least that’s what Radiant Reveal Brightening Serum delivers, a kind of primer that gives the skin a natural glow, or Cream Blush Radiant Lip & Cheek Color, which colors the cheeks as if they were tanned from the sun.

Skin Enhance Luminous Tinted Serum, R$299 — Photo: Disclosure

“One product that could do very well in the Brazilian market is our Skin Enhance Luminous Tinted Serum (a serum with microencapsulated pigment). It has a formula with incredible benefits for the skin, is easy to apply and provides instant and light coverage, and it works great in hot climates”, assures Rosie. The entire line is non-comedogenic (formulated without ingredients that can clog pores), which was imperative for Huntington-Whiteley, who deals with acne and has already felt the effects of pore-clogging makeup products. “We look at makeup as skincare products. That is the future of Rose Inc,” she states.

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