Rosie Huntington-Whiteley's beauty brand, Rose Inc, is known for its clean and clinically proven ingredients. The products are powered by science and focus on delivering visible skincare benefits. Some of the key ingredients used in the products include squalane, vitamin E, sugar cane, sea fennel extract, pink clay powder, and hyaluronic acid. The brand also develops many ingredients and formulas in-house, including proprietary, fermentation-based molecules. Rosie Huntington-Whiteley, the founder of Rose Inc, emphasizes the importance of ingredients that deliver visible skincare benefits, and the brand's focus is on what goes into its formulas. The products are vegan, cruelty-free, and Leaping Bunny certified, and they are tested for visible results and meet rigorous standards
. The Softlight Clean Dewy Hydrating Concealer, for example, contains squalane and vitamin E as highlighted ingredients
. Rosie Huntington-Whiteley has been open about her struggles with acne and the importance of using non-comedogenic products, which is reflected in the careful crafting of the brand's formulas
. The brand's approach is to unite efficacy and ethics, leveraging sustainable innovation and Rosie Huntington-Whiteley's experience in the makeup industry to create high-performance color and skincare products
