Rosie Huntington-Whiteley announces she will no longer be affiliated with Rose Inc.

On Friday morning, Rosie Huntington-Whiteley posted a note to her Instagram elucidating the future of Rose Inc., the beauty brand she launched in 2021.

Rose Inc. was built in conjunction with the one-time incubator Amyris, which declared bankruptcy in August 2023. Prior to becoming a beauty line spanning makeup, skin care and body care, the first iteration of Rose Inc., launched in 2018, was Huntington-Whiteley’s editorial venture.

When Glossy reported on the brand’s venture into products in 2021, the site employed 30 people. At the time, Huntington-Whiteley said of the crowded celebrity beauty landscape, “We see a lot of people launching brands all the time. Some feel authentic, and some don’t. There has to be that trust, authenticity and integrity built between you, your consumer and your audience … I wanted to build a site to get across my passion for beauty, to learn, to build a community — and I was also looking for the right partner to build our beauty brand with.”

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.