In 2018, Rosie Huntington-Whiteley launched a beauty content site called Rose Inc. At the time, the site was “a daily editorial destination for all things beauty: makeup tutorials, revealing interviews, visual eye candy, and products tried, tested, and approved by Rosie Huntington-Whiteley herself,” as Jena Rosenstein reported for harpersbazaar.com.
Rose Inc. has since grown into a content-driven beauty commerce portal, featuring skin care, color cosmetics, hair care, bath, and body care brands as well as beauty accessories from brands such as Plant Apothecary, Oui The People, Ebi, The Honey Pot, Joanna Vargas, Costa Brazil, Byredo, Nécessaire, and many more. The Rose Inc. site links out to branded ecommerce sites and conventional retailer platforms.
Rosie Huntington-Whiteley to launch Clean Beauty Collective in partnership with Amyris
Clean beauty is of course popular across categories. The new Clean Beauty Collective brand however, “will develop a new line of cosmetics products using the brand Rose Inc., and build on the Rose Inc. content platform,” according to the Amyris media release.
Huntington-Whiteley will serve as the brand’s Chief Creative Officer. And Caroline Hadfield will serve as CEO of Clean Beauty Collective when it launches in Q3 of 2021.
Hadfield is President of Amyris' clean skincare ingredients business and led the development and launch of both Biossance and Pipette. Those two brands feature the company’s synthetic biotech version of squalane. Biossance is a popular skin care brand while Pipette is a more affordable mom and baby care brand—and one that Huntington-Whiteley has worked with for some time.
“I am passionate about responsible beauty products that are healthy for people and the planet,” says Huntington-Whiteley in the recent Amyris media release.
“Working with Pipette this past year,” she says, “I have been thoroughly impressed with Amyris' technology and its leadership in creating sustainable, non-toxic and trustworthy products.”
John Melo, President and CEO of Amyris, explains how the new brand fits in with the biotech company’s positioning in the clean ingredient space and why successful consumer brands are key to scaling the company’s business within and beyond the cosmetics and personal care industry saying: “The formation of Clean Beauty Collaborative demonstrates Amyris' strong commitment to continuous innovation of the clean beauty category.”
“We are very pleased to be partnering with Rosie on this new venture,” says Melo. “Rosie and Amyris share a clear vision and commitment to making the beauty industry better through great performing products that are produced sustainably without harm to our planet.”
“We believe cosmetics to be the next opportunity for us to transform to clean,” he says, “and we are very excited to have Caroline lead the creation of her third brand in the Amyris family of direct-to-consumer beauty.”