A Review: Rose Inc Beauty by Rosie Huntington-Whiteley

BY JENNY JUNG

There is a higher level of expectation for celebrity makeup lines - is Rose Inc worth the hype?

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28 FEB - 2022

An Overview of Rose Inc Beauty’s Softlight Concealer, Blush Divine, and Brow Renew.

By now, we're all smart enough to judge whether a celebrity makeup line is purely a money grab or a genuine contribution to the beauty industry. Contrary to popular belief, I love when well-known names create beauty brands because I want to trust that this person is going to bring something new to the industry.

Celebs like Riri or Rosie Huntington-Whiteley have the time to create new and innovative products with a brand ethos that suits their personalities. So, I think it adds an element of relatability and excitement when trying brands like Fenty or, in this case, Rose Inc.

With that being said, there is a higher level of expectation for celebrity makeup lines- and I think that's entirely fair. Anyway, let's get into the review!

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@roseinc

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@roseinc

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The Softlight Concealer

The Softlight Concealer is described as luminous, hydrating, blurring, and long-wearing. The formula contains squalene, vitamin E, fig buttercup extract, sodium hyaluronate, tara gum, and chicory. I am not a skincare expert, and I cannot vouch for this concealer's anti-ageing properties. But, I can tell you that it's a great concealer.

Lately, I have been loving a no foundation look with concealer just in the areas that I need it. For that purpose, the Softlight is incredible. The blendability is so beautiful, and because of its hydrating formula, it blends into the bare areas of the face effortlessly.

I had my reservations about its "blurring" and "line smoothing" claims, but the Softlight genuinely blurred my under eyes and pores despite its luminosity. A true medium coverage concealer, the Softlight is super buildable, barely creases, and does not get cakey when you powder throughout the day.

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Rose Inc Softlight Luminous Hydrating Concealer, $49 NZD

Softlight Concealer: Longwearing?

I could honestly write an entire essay on this concealer and the topic of "long-wearing" because there are so many different levels of "longevity." Our traditional understanding has taught us that long-wearing products are usually budge-proof or matte. If this is the case, how can a luminous and hydrating formula also be long-wearing?

In my books, "long-wear" means a couple of different things. It means that a product can last an entire day without caking up during routine touch-ups. It also means that a simple finger tap can renew the formula on the skin. After all, just because a matte formula lasts throughout the day doesn't necessarily mean that it will look good at the night's end. A true long-wearing product will be flexible enough to allow for minor alterations so that your 5 pm face can look as good as new- in that sense, the Softlight Concealer is a long-wearing concealer.

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Rose Inc Softlight Luminous Hydrating Concealer, $49 NZD

The Blush Divine

I have been insanely excited to dip my fingers into the Blush Divine since experimenting with cream products. I must say, I think I am officially a cream blush convert.

Rose Inc prides itself on being a non-comedogenic brand. Where cream products are usually formulated with shea butter or coconut oil, the Blush Divine is formulated with squalene, vitamin E, and ceramides - resulting in the most hydrating, creamy glow. Plus, the Blush Divine is also a lip colour.

Keep in mind that the Blush Divine is probably best suited for normal/ dry skin types as it maintains quite a dewy finish on the cheeks. Nevertheless, this formula layers excellently over powder! I am definitely going to be picking up more shades.

If you are conscious about packaging, you can purchase the Blush Divine by the pan and put it in your magnetic palettes. However, you’ll be glad to know that Rose Inc provides sustainable packaging.

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Rose Inc Blush Divine, $49 NZD

The Brow Renew

A great brow gel is a necessity in everybody's makeup collection. Not only does it hold your brows in place, but it can add volume, length, and a tint for luscious full brows.

I find that most brow gels on the market are often too pigmented, making them far too difficult to use. The Rose Inc Brow Renew, on the other hand, is a true gel texture with some transparency to its formula so that you won't end up with blocky and clumpy brows.

Is the Brow Renew my favourite brow gel? No. However, I do think this would be the perfect brow gel for those who already have full brows. It coats the brows evenly and holds the shape, although I did find there to be minor flaking.

PS: The Brow Renew is also full of vitamins, squalene, and pea sprout for healthy brows.

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Rose Inc Brow Renew, $42 NZD

Final Thoughts

Can we please take a moment to appreciate how beautiful Rose Inc is as a brand? The marketing, packaging, ingredients, and brand ethos is just so cohesive and beautiful. The products are fragrance-free, cruelty-free, paraben-free and non-comedogenic, all encased in the most stunning sustainable packaging. As a consumer, Rose Inc is so satisfying to use because everything just makes sense.

I highly recommend giving Rose Inc a whirl in your next makeup haul!

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Rose Inc Blush Divine, $42 NZD

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