Photo: Rosie Huntington-Whiteley/Instagram 

In recent days, Rosie Huntington-Whiteley’s Instagram account has been flooded with posts hinting at a brand called Rose Inc. The various pictures and videos show the model rocking different makeup looks, and reference a @roseinc Instagram account joined by the hashtag “#comingsoon.”


A post shared by Rosie HW (@rosiehw) on

The face of the Marks & Spencer “Rosie For Autograph” lingerie line is yet to comment officially about the brand or its launch. Still, her Instagram account now features a link ( to a Rose Inc. homepage, where users can sign up with their name and email address.


A post shared by Rosie HW (@rosiehw) on

Photo: Rosie Huntington-Whiteley/Facebook

The latest videos shared by Rosie Huntington-Whiteley suggest that the runway star could be set to launch a makeup line. Three short films show her modeling different beauty looks, from natural to sophisticated styles. We also see the model applying lipstick — no doubt one of the upcoming brand’s mainstays. Watch this space …


A post shared by Rosie HW (@rosiehw) on


A slice of the beauty market
For several years, major international cosmetics and beauty brands, like Guerlain, Chanel, Lancôme and L’Oréal Paris, have been sharing the market with an increasing number of smaller brands created by celebrities, all intent on modeling and promoting their own products.


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Rihanna’s Fenty Beauty brand, for example, has proved a hit with beauty fans, not to mention Kylie Jenner’s Kylie Cosmetics, Lady Gaga’s Haus Beauty and Kim Kardashian’s KKW Beauty. Jennifer Lopez also recently launched a beauty capsule with the Inglot Cosmetics brand. It therefore comes as no surprise to see internationally renowned models like Rosie Huntington-Whiteley follow suit by launching into the sector.