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Rosie Huntington-Whiteley's Rose Inc launches online at Liberty

Camilla Rydzek
07 February 2022

Beauty brand Rose Inc has launched eight products, including lip and cheek colour, concealer and serum on department store Liberty's website.

The label was founded in 2018 by actress Rosie Huntington-Whiteley with CEO Caroline Hadfield and launched in the UK exclusively with Space NK in 2021.

Liberty wrote that Huntington-Whiteley used her "decades of industry experience" to launch Rose Inc, which uses five proprietary bioengineered botanical ingredients and other "clean" ingredients.  

Amyris, which is the biotechnology company behind Biossance and Pipette, provided the proprietary science for Rose Inc which promises to fuse "efficacy and ethics" in all its formulas.

A re-fill container of the lip and cheek colour and re-usable cotton pads are also available, highlighting the brand's sustainable approach. Rose Inc is also fully vegan and uses 25% post-consumer recycled plastic and FSC-certified paper cartons.

"Inspired simplicity, the carefully and consciously curated collection of skin and makeup essentials reflects a modern approach to luxury beauty," Liberty wrote about the range.

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