Rosie Huntington-Whiteley has launched her own beauty website, Rose Inc..
The model hinted she was working on a make-up project through a series of teaser Instagram posts early last week (21May18), and the results of her work went live online on Tuesday (29May18).
As well as products tried and tested by Rosie herself, Rose Inc. will also feature editorial content such as personal interviews and make-up tutorials, with the former Victoria’s Secret Angel keen to divulge all the tricks of the supermodel trade.
“This outlet is my way of sharing everything that I’ve gleaned over the years,” the 31-year-old wrote in a welcome letter on the website. “Timeless make-up tricks that instantly make you feel like your best self. Products and regimens that can get you glowing, and stat. Ways to turn a bad hair day into a great ponytail day, or what to do when dinner with friends calls for the perfect glam look. And, of course, a glimpse into some of my friends’ make-up bags. Babes, it’s all here.”
However, the fashion icon, who has been inspired by celebrity brands like Rihanna’s Fenty Beauty and Gwyneth Paltrow’s Goop, insisted that she didn’t want the platform to be treated as a “rule book” but rather “your best girlfriend’s notebook.”
Rosie, who admitted some of her favourite times at work were when she was sat in the make-up chair, revealed the desire to pursue her love of beauty stemmed from a feeling that emerged in the latter stages of her pregnancy.
“Towards the very end of my pregnancy, I had this urge to be really creative,” the mother-of-one, who welcomed son Jack with fiance Jason Statham just over 11 months ago, explained to Vogue U.S. “In many ways, I feel like my whole career has led up to this point. 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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