From following her full skincare routine (in the name of research, of course) to sniffing out her signature scent, there is one woman whose recommendations I always trust when it comes to beauty products: Rosie Huntington-Whiteley. The supermodel and Rose Inc founder always shares the chicest beauty picks on her Instagram, from lipsticks to fragrances, and you can bet that if Rosie swears by it, then it must be something pretty special. Thankfully, though, Rosie has finally turned her attention to creating her own beauty products rather than recommending others. That’s right—her beauty line has finally landed, and to say that I’m excited about it would be very much an understatement.
Named after her wildly successful beauty commerce site, Rose Inc is an expertly curated edit of makeup and skincare essentials that should slot effortlessly into our existing beauty routines. And Rosie isn’t alone in this endeavour. She’s partnered with Caroline Hadfield of Amyris—the biotechnology company behind one of my favourite skincare brands, Biossance—to guarantee that each and every product is backed by science. The result is a collection of non-comedogenic formulations (meaning they won’t clog your pores) that are brimming with nourishing ingredients (Rose Inc promises at least five per product) and with multipurpose textures that feel intuitive to use. Plus, these products are affordable, with most coming in at around £20. But which Rose Inc products are actually worth spending your cash on right now?
As a major Rosie fangirl, I’ve been lucky enough to have been testing out the entire Rose Inc collection over the last week or so, and I feel pretty confident that I’ve got to grips with the products. So putting my impartial-beauty-editor hat back on for the moment, I’m about to give you a rundown of every product in the Rose Inc line and tell you whether or not I think it’s any good.
Ready? Keep scrolling for my honest Rose Inc review and first impressions.
This was the one product that I was most excited to try because Rosie is known for her amazing skin. However, she’s also spoken about her experiences with acne, and as a spot-prone person, I’m always keen to find non-cakey concealers to cover blemishes. First up, I’ll be totally honest: I chose the wrong shade for me. And while it’s a beautifully creamy, moisturising concealer, it does pack a punch when it comes to pigment, which means I haven’t been able to truly wear this in the way that I’d like, as it’s slightly too dark. If you’re able to find a shade that works for you—there are 20 available—then this gives great coverage while remaining skin-like in finish. In fact, it feels so lightweight that I think it would work applied basically all over your face like a foundation.
I’d buy this for the packaging alone, as that refillable compact is undeniably chic. Thankfully, though, the multipurpose cream pigment is actually worth the money. But be warned—it really does pack a punch when it comes to colour pay-off. I’ve tried Azalea, a deep berry which looked gorgeous on my lips but was too dark for my cheeks, and Anemone, a beautiful coral peach, and I’m totally sold. This product genuinely works well on both lips and cheeks (lots of multipurpose products fall down on one) and offers a luminous wash of colour that can be built up or worn sheer. It’s perhaps my favourite thing in the collection.
I am pretty loyal to my Glossier Boy Brow, so it really does take a lot for a brow gel to impress me. Rose Inc’s Brow Renew comes in clear and tinted formulations that are packed with conditioning ingredients like squalane, vitamins E and B5 and pea sprout. So far, so good. But here’s the thing. Although I so desperately wanted to like this product, I found that the actual formulation felt a little dry for me, or at least, I struggled to pick up much of the product on the brush. The brush itself did do a great job of combing through my unruly brows, but when it came to the tint itself, I didn’t get as much colour pay-off as I’d personally like. Saying that, I know that some people find themselves being too heavy-handed when applying tinted brow gels, and if it’s a softer look that you’re after, then you might like this.
Okay, okay, I haven’t actually tried this product. It’s the one Rose Inc product that I haven’t got my hands on yet, but I am desperate to after watching a video of Rosie applying it on Instagram. It’s a matte lip colour with all of the hydration of a balm, and it looks gorgeous. “Matte lip colors can be drying, but this nourishing, hydrating formula feels like a lip treatment,” Rosie says in the press release. “I reach for it the same way I would a lip balm—and apply it just as easily.”
Rosie created this hydrating serum after being fed up of having to pick between using something luxurious and something that would be non-comedogenic and good for her skin. I often have to compromise in a similar way when it comes to skincare, so I am over the moon about this formulation. It’s the most expensive product in the collection so far, but it’s so worth it. Not only does it smell incredible (like neroli and patchouli), but it also delivers on the glow. I love applying it before makeup, as the luminosity shines through. This is a new skincare favourite.
I tend to skip toners unless they contain active ingredients, and this one does—hooray! It actually contains a powerhouse concoction of salicylic acid from willow bare to purify pores and a blend of mandelic, lactic, glycolic, tartaric and pyruvic acids to gently exfoliate. There’s also a whole host of other great ingredients to refine texture, improve tone and hydrate. But does that long ingredient list actually deliver? I have to say it really does. From the first use, I noticed how much brighter my skin looked, and after using it for over a week, I think that my skin feels softer and looks more even in tone. It’s the only toner I’ve reached for since receiving it, and that’s really saying something.
If you’re used to applying concealer with a brush, then the shape and texture of this one really do make light work of blending product out. However, I tend to apply concealer with my fingers and found that method worked just as well with the Rose Inc concealer, so I wouldn’t say that this brush blew me away enough to recommend you rush out and buy it.
This brush, however, is a totally different story. Firstly, I don’t have anything like it in my collection. The angled tip and density of the bristles really made it easy to pick up the blush colour and blend it out onto my cheeks without anything looking patchy or streaky. Plus, it somehow diffused the edges of the colour without any skill on my part. Sold.
Finally, here’s a set of super-soft, reusable pads made from naturally antibacterial organic bamboo cotton. They pair perfectly with the Rose Inc skincare and can be tossed in the washing machine once they’ve been used. Sure, you can probably find cheaper ones out there, but these should stand the test of time.
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