How does Rosie Huntington-Whiteley’s Rose beauty business differ from other celebrity brands?

By Becky Bargh | Published: 24-Aug-2021

Built on the foundations of ‘effortless and effective; clean and clinically proven; sensual and sustainable’, Rose’s CEO Caroline Hadfield tells Cosmetics Business why this new venture is built on integrity and beauty authority

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Celebrity beauty brands are no longer a beauty industry add on, but a category of their own.

Famous faces from Hollywood stars to singers and songwriters, via catwalk models and YouTube sensations have saturated the cosmetics market with their own take on customers' needs and wants.

Moving on since the days of JLo's Glow edp and Britney Spears' Fantasy fragrance line, celebrity beauty brands are big business. Rihanna's Fenty Beauty and Kim Kardashian West's beauty empires have propelled them to billionaire status, and backing from brand incubators has given rise to dozens of celebrities entrusting the creation of their very own beauty competitor.

But Rose, the first cosmetics line from Rosie Huntington-Whiteley, comes following the entrepreneur's long career in the beauty arena.

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