After many months of speculation, Rosie Huntington-Whiteley has announced via Instagram that she will no longer be affiliated with her beauty brand, Rose Inc.
"I founded Rose Inc. with a vision to foster a beauty community and create exceptional products in line with my values and beliefs. However, due to significant changes within the business, I've made the considered decision to step down from the brand," Huntington-Whiteley said in the statement.
The model founded the brand in 2021 in conjunction with Amyris, which declared bankruptcy in August 2023.
The brand was soon auctioned "to the highest bidder" and sold to AA Investments (HK) Ltd., a Hong Kong-based asset management firm, for $2.5 million in December 2023.
"The brand is now under new ownership, and moving forward I am no longer involved or affiliated with its operations, products or promotional activities," said Huntington-Whiteley.
"Authenticity and integrity are paramount to me in any business endeavor on which I embark and therefore, it is time for me to close this chapter and pursue new adventures."
Rose Inc. also shared a statement via Instagram, commenting on the big company changes.
"With deep gratitude and undying respect, we especially thank Rosie Huntington-Whiteley for her creativity, passion and beliefs that gave birth to Rose Inc."
"It was a privilege and honour working with Rosie through this beautiful journey. And as much as we will miss her, we wish her much success in her future endeavours, and we strongly feel our paths will cross again," the statement said.
Huntington-Whiteley isn't the only founder stepping down in beauty of late – Jessica Alba also recently left her role as chief creative officer at The Honest Company, and Frédéric Malle announced he will be leaving his namesake fragrance brand at the end of June.
Rose Inc. is available to shop via MECCA in Australia.
Image source: Rose Inc.
