Rosie Huntington Whiteley launches Rose Inc.

Yesterday, Rosie Huntington Whiteley launched her brand new beauty site, Rose Inc which apparently was a year long in the making. It is set to be a daily editorial destination for beauty buffs far and wide, and will offer everything from makeup videos and interviews to blog posts on products tried and tested by Rosie herself.

Rosie, like many young girls, was fascinated by watching her mother's beauty routine as a child – it looks like the intrigue has stuck, and materialised in this online space.

She says, 'This outlet is my way of sharing everything that I’ve gleaned over the years. Timeless makeup tricks that instantly make you feel like your best self. Products and regimens that can get you glowing, and stat. Ways to turn a bad hair day into a great ponytail day, or what to do when dinner with friends calls for the perfect glam look. And, of course, a glimpse into some of my friends’ makeup bags. Babes, it’s all here.'

In an Instagram generation where we globally consume visual information in a matter of nanoseconds, Rose Inc. seems nostalgic in its return to the tried and tested formula of a website. Memories of the beauty-blogasphere's golden days are conjured – our favourites were A Model Recommends and Goop – but after years of being lectured on our gut flora's health and pelvic floors by Gwyneth Paltrow, a fresh, modern space from the British Supermodel is a welcome feat.

We've already bookmarked RoseInc.com.

Browse the website here