Confession: I’ve spent years pining over Rosie Huntington-Whiteley’s makeup looks. From her off-duty airport get-ups to her red carpet moments, the model and entrepreneur nails it every time.
But – as is so often the case with celebrity beauty ranges – when Rosie announced the launch of her own skin and makeup brand, I was dubious it might not reflect her own aesthetic.
I couldn’t have been more wrong. Two years in the making and now boasting over 30 products, the line-up couples ‘It Brit cool’ with Hollywood polish – a style Rosie’s perfected after years spent flitting between homes in Los Angeles and London’s Chelsea.
Think ‘no makeup’ bases with lashings of luminous bronzer and high-shimmer eye shadows combined with brushed-up brows. It’s the effortless vibe of Glossier with a dose of Charlotte Tilbury-esque glamour.
And that’s before you even look at the formulations themselves. Skincare benefits drive all the products – something acne sufferer Rosie was passionate about. The brand boasts the same scientists as powerhouses like Biossance and JVN Hair (Jonathan Van Ness’ own range) – a hit team focused on creating clean, sustainable and high-science ingredients.
A plant-derived form of moisturising squalane is a particular power player throughout the range, offering long-term benefits as well as immediate skin-plumping and brightening, even in the makeup. No wonder Rosie’s popular tinted blurring serum has garnered over 229 million views on TikTok…
The best Rose Inc products to buy
So, which products are most worthy of adding to your basket? Here’s what’s made my edit…
Rose Inc Skin Enhance Luminous Tinted Serum, £36
Perhaps the most talked-about product in Rosie’s range, this has devotees in the form of influencers, editors and superstar makeup artists. And rightly so – it’s no ordinary ‘tinted moisturiser.’
The formula is as efficacious as many great skincare products, incorporating actives such as anti-ageing peptides and smoothing hyaluronic acid. As for its flaw-perfecting abilities, it uses encapsulated pigments that burst in contact with the skin.
In short, it doesn’t just add a hint of colour. It dials down redness, evens tone and helps disguise pores while making skin look a lot more radiant. Smart stuff.
Rose Inc Softlight Luminous Hydrating Concealer, £23
I consider myself a bit of a concealer connoisseur and this formula was love at first swipe for me.
I’d usually save brightening and hydrating formulas for my eye area, but this comes into its own when disguising spots and redness, too. It blends easily but then sets in place, remaining skin-like but with surprisingly full coverage.
Like Rosie, I often wear it in place of foundation, just dotting onto target zones then buffing out all over (just be sure to moisturise sufficiently first if your complexion’s dry.)
The shade options are good, and it doesn’t crease throughout the day. A cult player in the making.
Rose Inc Cream Blush Refillable Cheek & Lip Colour, £23
The first wow moment with this blush came in the shade range for me. There are 12 options, from peaches to berries, with just subtle tonal nuances between them, allowing you to get your perfect match. Don’t know where to start? The punchy pink ‘Ophelia’ is a cult fave.
At first glance they look like powders – not glossy like many cream blushers – but they glide on smoothly thanks to super-hydrators like hyaluronic acid and vitamin E (although I prefer them on cheeks to lips).
They’re not too punchy – just lending a sheer and natural flush that leaves skin bouncy and cheekbones lifted.
Rose Inc Satin Lip Colour Rich Refillable Lipstick, £22
The Rose Inc lip collection is another TikTok phenomenon – the millions of views hardly surprising when you consider Rosie’s trademark pout takes centre-stage in many of her own looks.
Her range also includes a balmier lip crayon, but I rate this classic lipstick format that’s silky – that’ll be the addition of squalane and line-blurring swertia flower extract – but not glossy or sticky.
The colours are impossibly classy, in ten shades that instantly elevate any makeup look. They offer plumping power, too; maybe not to the levels of Rosie’s own pillowy pout, but you can expect a flattering fullness and definition courtesy of the clever angular bullet. Like the blush, there are also refills available.
Rose Inc Solar Infusion Soft-Focus Cream Bronzer, £27
Chanel’s already stolen the industry crown for best cream bronzer but, I have to say, this is a serious contender. It’s also almost half of the price and comes in a broader four-strong shade range…
There are a shedload of nourishing ingredients inside, which deliver an authentic sun-kissed veil – plump and lustrous but still free from shimmer, allowing you to sculpt with it, too.
Its blurring prowess means it doesn’t draw attention to pores and blemishes, and the tones aren’t orange. Build it up for a hyper-bronzed look or drape on a little for a subtle effect.
Rose Inc Radiance Hydrating Cream Highlighter, £24
As with the rest of the range, this highlighter offers sound skin benefits, although they’re not a huge selling point for me seeing as I’d use so little of the product at a time. Instead, it’s this highlighter’s finish that is truly gorgeous – glimmering but not glittery, in the form of a sheer and non-greasy cream.
It’s understated yet helps pull my whole look together when patted along the tops of cheekbones and the Cupid’s bow. Again, refills are available – should you ever reach the end of it, since a little really goes a long way.
Opt for the coppery tones to warm up the skin or the cooler pinks if you’re fair.