Supermodel-turned-beauty-founder and chief creative officer Rosie Huntington-Whiteley just launched a new beauty brand, Rose Inc.

Rose Inc. delivers clean ingredients, sustainable packaging, and a minimalist beauty look. It “unites efficacy and ethics in formulas charged by proprietary bioengineered botanicals and safe synthetic ingredients,” the brand states. 

Huntington-Whiteley says on the brand’s website, “Time is a luxury we rarely have, so these products were developed to create an instant effect with ease.”

Each formula is enriched with at least five skincare ingredients, according to the brand, and challenges “clean” stereotypes with saturated color. “Delivering multiple benefits in one product, they free up space on shelves and in landfills while freeing up time with effortless, intuitive application,” the brand states on its website. 

Strict guidelines minimize the brand’s environmental impact across its supply chain, including its packaging and formulas. The brand’s sustainable packaging includes FSC-certified paper cartons made with 30% hemp, and rinse-off labels manufactured with a 90% PCR liner.

Photo on left above via Instagram at @rosiehw