Rosie Huntington-Whiteley is a model on a mission. It took years of probing interview questions and persistent social media comments before the supermodel finally announced what she wanted to do following her breakout success as a model.

“I realized people were interested in my habits and my beauty routine,” explains Huntington-Whiteley in between sips of a matcha latte at Crosby Street Hotel in New York City. When she became pregnant with her son Jack in 2017, it felt like the perfect time to begin her beauty passion project.

Rose Inc was launched in 2018, a year after Jack’s birth, as a dedicated beauty site full of interviews with her model friends like Martha Hunt and Georgia Fowler, secrets behind some of Huntington-Whiteley’s most jaw-dropping red carpet looks, and tutorials with makeup wunderkind and her go-to Sam Visser.

The site is also centered around one thing at its core: Clean beauty. The model’s overall mission is to get people reading ingredients and knowing what they are putting on their skin.

“I’m much more interested in the ingredients that I’m putting onto my skin since becoming a mother,” explains Huntington-Whiteley. “I cross-check all products for pore-clogging ingredients because I struggle with breakouts and congested skin.” If products contain an ingredient on her “no list,” she just refuses to use it.

Aligning with her values, Huntington-Whiteley is the first-ever ambassador for Hourglass Cosmetics. She became an instant fan of the brand when her makeup artist Florrie White first introduced her to the bronzing palettes and Hourglass’s mission of cruelty-free luxury beauty.

And a product at the top of her “yes list” is the Hourglass Vanish Airbrush Concealer.

Vanish™ Airbrush Concealer

Hourglass Cosmetics


“I stole the prototype of the liquid concealer on set and I haven’t stopped using it since,” she says. “On my off-duty days, it gives me such incredible coverage and the brush is phenomenal. It’s a unique half-moon shape that fits into all the kind of contours of the face.”

With a toddler running around, beauty website full of weekly new content, and a collaboration with Hourglass Cosmetics, Huntington-Whiteley is a busy lady. A fact she fully acknowledges. “Although I probably have less time to get ready now, my love for beauty has become so much deeper.” Cheers (with a matcha latte!) to that.

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