Who wouldn’t want to borrow the beauty bag of a top model? With Rose Inc, the debut beauty brand from Rosie Huntington-Whiteley, you can snag products that aren’t just used by a model—they’re formulated by one. For the past two years, Huntington-Whiteley has worked with biotech titan Amyris and Rose Inc CEO Caroline Hadfield to craft a brand as ethical as it is effective.  

Those who have followed the model and actress for a while will be familiar with the Rose Inc name. The new beauty co. takes its moniker from the editorial site Huntington-Whiteley launched in 2018, intended to be a destination for everything from ingredient education to expert makeup tutorials. Fans of the blog will be pleased to know that it lives on as the ‘Editorial’ section on the updated Rose Inc website.

Conscious shoppers are top of mind for Rose Inc, which is why they’ve committed to offering 100% vegan and cruelty-free skincare and cosmetics. Another common consumer concern addressed is sustainability. Wasteful plastic and paper packaging are replaced by 100% recyclable glass bottles, 90% post-consumer recycled liner, and 25% PCR plastic. Rose Inc sets itself apart from other beauty brands by incorporating over five proprietary botanicals bioengineered by Amyris—and banning 2,000 unsafe ingredients.

The brand’s launch coincides with the release of the Rose Inc Modern Essentials Collection.  Featuring a mix of plant-derived, vegan, and renewably sourced ingredients—including Vitamin E and Sugar Cane—in the collection’s formulas, Rose Inc promises unmatched hydration, care, and weightless wear. The contents of the collection range from concealer and toner to brow gel and lip color, meaning there’s something for every step of your beauty routine. Prices range from $18 to $72.

Initially, registered shoppers can order the Modern Essentials Collection from the brand’s website between August 24th and 26th. If you want first dibs, this is the option for you. Those who miss the registration period need not despair, as the line will be exclusively available in the US at Sephora, sephora.com, and roseinc.com starting August 27th.