We Finally Know What Rosie Huntington-Whiteley's Rose Inc. Is

Updated May 29, 2018:

A rep for Rose Inc. sent us the following statement:

"Rose Inc. is 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. Featuring original photography and insights from the industry's top experts, the site is honest, and real—just like a page out of your best friend's notebook. While Rosie will share exclusive glimpses into her own beauty routine and glamorous nights out, she's truly interested in creating a community that is welcoming, diverse, inclusive, and endlessly inspiring.

"In Huntington-Whiteley's own words, she sees the space as being 'a collaboration of my favorite artists, of my favorite influencers, of my favorite bloggers, of my favorite tastemakers. Bringing everybody's aesthetic together and celebrating it and learning from it and shopping from it and being creative from it and being inspired by it. That's what I hope for.'"

After taking a personal peek at the beauty and wellness website (which launched this morning at 9 a.m. PST), we spotted staple columns like The Hero Product (where Rosie shares "legendary" products like Mario Badescu Drying Lotion, $17), The Spill (a peek inside industry leaders' handbags), Q&As with experts like Sir John, and a look at the daily beauty routines of celebrities like Kate Bosworth and Poppy Delevingne in a section she calls Morning to Moonlight.  

May 22, 2018:

It was just any other morning, scrolling through Instagram, passing by cute dog pics and street style shots, when all of a sudden, Rosie Huntington-Whiteley's face started appearing in pieces—first her signature full lips and nose, then her chiseled cheekbones, then her eyes. These tiles made up an announcement on her Instagram grid spelling out the words Rose Inc. and an accompanying link-in-bio to roseinc.com. The site doesn't tell us much more than that we can "Skip to the front of the line" by submitting our email (which we did immediately, of course), to which we got a confirmation that we were subscribed—but to what? In the campaign photos, Rosie is done up in bright pink blush and makeup artist Katie Jane Hughes's signature glowing skin, so we're assuming she could perhaps be coming out with a makeup line. 

This post was originally published at an earlier date and has since been updated.

Next up, take a look Rosie's nighttime beauty routine.