Since making her name in the fashion industry over a decade ago, Rosie Huntington-Whiteley has built a hugely successful career as a model and businesswoman. And after the birth of her first child this year, it looks like she’s expanding her reach even further and venturing into the beauty world.
Announcing a new project called Rose Inc. on Instagram this week, it now has its very own page and tag line that seems to give the game away, reading, “Beauty from the insider out,” (clever), and featuring a huge image of the model herself in baby-pink blush and matching soft-pink lipstick. A hint at a pastel colour palette for the launch perhaps?
As the latest celebrity to enter the beauty world, Rosie is competing with the seemingly unstoppable likes of Kylie Jenner who is on to track to rake in $1 billion in sales by 2022 from her famous lip kits, and her big sis Kim Kardashian West, whose make-up line sold out in under three hours. Along with Riri’s impressive Fenty Beauty sell-out launches this year, how will Rosie’s venture into the cosmetics market compare?
From being a Victoria’s Secret angel to the face of high-end luxury brands including Burberry, Rosie has already proven herself to be a retailer's golden ticket, listed as the fifth-highest paid model in 2016. Her eponymous Rosie for Autograph range of lingerie, activewear and beachwear designed for Marks & Spencer has also sold 11 million items since 2012.
With years of backstage and editorial make-up experience and dabbling in cosmetics already with her Rosie for Autograph make-up line, RHW is definitely a beauty insider, and thankfully, she’s decided to share her knowledge with the rest of us. We predict both a sales and a social-media meltdown.