Rosie Huntington-Whitely has launched a pop up in Covent Garden this week to promote her TikTok-beloved beauty brand, Rose Inc.
The supermodel and CCO of Rose Inc originally set up the company as a beauty editorial site in 2018, later launching a series of her own beauty products in 2021.
In April, she launched her first round of lipsticks - Huntington-Whiteley is known for her enviably pillowy lips - with ten shades on offer, and now she’s taken them to the streets of London.
The Covent Garden pop up, in collaboration with Space NK, will run from October 21 to 30, so shoppers have a whole day to get their hands on the full range of Rose Inc products, including the TikTok fave tinted serum (just £36).
Unlike the fledgling brands of models and celebrities everywhere (see: Jared Leto, Brad Pitt, Hailey Bieber, Addison Rae, the list goes on), Huntington-Whiteley, who set Rose Inc up just ahead of the great tide of celeb beauty brands, has had the gift of time. Time which has seen the brand become well-established and adored, with many of the products approaching cult status.
They’re not overpriced, either. You can pick up the Rose Inc cream blush (another TikTok fave) for just £23 and the Rosie-favourite concealer for the same price. Even the moisturiser, which in celebrity beauty brands tend to reach stunning financial heights, sits at £53. Not bad for a best selling beauty brand.
So expect that Covent Garden to be busy. A lucky few even got a look-in last night at the promo party, hosted by Rosie, which saw models, skincare experts and journalists alike cooing over the sustainable products in their sleek packaging.
Rosie wore two outfits for the occasion: a white, backless, figure-hugging dress by Khaite, adorned with crystal straps across the back, and a little black dress with a grey sheer panel, bringing it to maxi length, paired with Prada pumps.
Others in attendance included YouTuber Niomi Smart and award-winning skin doctor Dr Ewoma, as well as models Chloe Lloyd, Coral Kwayie and Frances Phillips.
Following her modelling, the hostess and beauty mogul was first known for her eponymous lingerie line with Marks and Spencer, Rosie, which became well loved and remains so to this day.
So much so that the model, who is married to action star and all-round-hard-man Jason Statham, shared on the Johnathan Ross show this week that random women frequently flash her their underwear on the street.
“Yeah, I frequently get flashed,” she laughed, “Like all the time by lovely ladies, in the lifts, going up and down the stairs. 'Very enthusiastic about showing me they've got it on. I love it. It's always an ice breaker and a very funny moment.'”
