Rose Inc is a vanguard brand founded by Rosie Huntington-Whiteley. It unites efficacy and ethics in formulas charged by proprietary bioengineered botanicals and safe synthetic ingredients.
Welcome to Artist Spotlight #72 series on my blog.
ROSIE HUNTINGTON-WHITELEY
Model-turned-founder and Chief Creative Officer Rosie Huntington-Whiteley refines her professional experience as a model and editor into a sharp, smart aesthetic that anticipates and executes what the modern individual wants in terms of cosmetics, formula and performance.
Her experience working daily with beauty professionals in makeup, skin and hair makes her an insightful and creative collaborator who prioritizes innovative clean ingredients, sustainable solutions and high-performance, non-comedogenic formulations.
BRAND VALUES
A brand founded on effortlessness and visible effectiveness. A brand that delivers clean formulas and clinically proven results. One that values the sensual and is committed to sustainability.
EFFECTIVE AND EFFORTLESS
Rose Inc takes a dual approach to beauty, delivering visible results while nourishing the skin. Each timeless product serves a distinct purpose — and often, many purposes — so navigating the options is simple.
Enriched with at least five skincare ingredients, each formula challenges clean stereotypes with saturated color, seamless formulas and visible luminosity. Delivering multiple benefits in one product, they free up space on shelves and in landfills while freeing up time with effortless, intuitive application.
CLEAN AND CLINICALLY PROVEN
Our strict guidelines minimize the impact across our supply chain, packaging and formulas, which undergo rigorous testing and demonstrate clinical results.
SENSUAL AND SUSTAINABLE
An indulgent experience and pore-friendly products have always seemed mutually exclusive. Rose Inc refuses to sacrifice one for the other. Each non-comedogenic formula is developed with an indulgent texture and luxury feel. But while we value form as well as function, when it comes to packaging our commitment is to sustainability.
What links Audrey Hepburn, Adele, Amy Winehouse, Lady Gaga, Cleopatra and Angelina Jolie? Liquid eyeliner of course. While make-up trends come and go, the feline flick is a timeless classic and suits every aesthetic. From the ultra glamorous to the insouciantly rock’n’roll, it can be dressed up or down. The trick is to work out the right look for your face and chosen aesthetic, and stick with it.
How to successfully apply a liquid liner
Heed Vogue contributing beauty editor Pat McGrath’s advice, and draw the wing first. It’s easy to place the wing too low or high once you’ve already sketched a line along your lashes, especially considering that the natural curve of the eye slopes downwards at the outer corner. Instead, look straight ahead in the mirror, place a small dot where you want the line to end, draw your flick, then line along your lashes.
How do I choose an eyeliner?
Start by considering what effect you want from your eyeliner; while liquids offer a more precise finish and achieve that striking Hepburn-esque wing, gel and kohl liners tend to be more forgiving and can be blended and buffed in for a softer, more diffused effect. It might sound obvious but those who want a product just for the waterline should opt for a pencil or gel formula, as a liquid won’t stay put.
What is the best eyeliner for beginners?
The perfect eyeliner for you will also depend on your familiarity with the product. To beginners and those not au fait with applying it regularly, a liquid liner might seem intimidating as it requires a steadier hand. In this case, it can be wise to start with a pencil, whether gel or kohl, or for a pen-style liquid if that’s the effect you want. Beginner or not, the trick is just to go for it – liquid eyeliner can smell your fear. One of McGrath’s biggest tips, whatever your liner abilities, is to finish by tidying up with a cotton bud – even the pros get it wrong sometimes.
Is gel liner better than pencil?
Not necessarily – it all depends on the effect you want. Gel liners bridge the gap between liquid and pencil liner, as they impart much of the impact and precision of a liquid, but with more of the malleability and softness of a pencil. They’re an excellent option for those who like a soft, smudgy finish, if you’re creating more impactful eyeshadow looks (many make-up artists use them as a base for shadows), or if you like to apply haphazardly and buff and blend your line into place. Gel liner is also a great option if you like your liner to stay put once it’s set. Meanwhile, pencil adds intensity to the waterline and can offer a more exact effect.
From long-wearing gel liners to easy-to-use felt tips, find your perfect fit within Vogue’s edit, and get yourself in front of the mirror for practice. Shop the 15 best eyeliners below.
Best Gel Eyeliner: Victoria Beckham Beauty Beauty Satin Kajal Liner
Few liner formulas match up to this creamy, ultra-blendable number which, once set, stays put for hours. As versatile as they come, you can smoke it up with the built-in smudger or keep it to a minimal line. A must try.
Best Eyeliner For Beginners: NARS High Pigment Longwear Eyeliner
Brilliant for beginners, this eyeliner glides onto skin, delivering excellent colour from the off (but it can be further built up), and stays put wherever it sets – no faffing around.
Best Eyeliner For The Waterline: Charlotte Tilbury Rock ’N’ Kohl Black Eyeliner Pencil
Queen of a serious sultry stare, it is only right that Charlotte Tilbury has an eyeliner that creates the look in seconds. Brilliant for all parts of the eye, this one is particularly good in the waterline – expect it to roll on and stay put for hours.
Best Waterproof Liquid Eyeliner: Too Faced Better Than Sex Easy Glide Waterproof Liquid Eyeliner
Whether you’re diving into a pool or a hot steamy encounter (as the name might suggest), Too Faced’s Better Than Sex waterproof liner is a product you can rely on. It promises to stay put up to 24 hours without smudging, budging or fading.
Best Eyeliner For Cat Eyes: Tom Ford Eye Defining Pen
Two liners for the price of one, really. The dual-ended pen has a thicker side for a more graphic finish, or a finer side to help you get the line snug against your lashes. Genius.
Best Brown Liquid Eyeliner: Byredo Eyeliner in Practical Brown
It might be under-the-radar but Byredo’s liquid eyeliner is beloved by any and all who try it. This brown hue is particularly flattering and lends a gentle shimmer to eyes for a soft, sultry effect. Plus, it’s vegan too.
Best Smudge Proof Eyeliner: Gucci Stylo Contour Des Yeux Eyeliner
As well as looking extra chic in your make-up bag, Gucci’s eyeliner is waterproof, offers pigmented colour and truly stays put for hours. You can use it for flicks, in the waterline or even buffed in as an eyeshadow, plus there are lots of different colours to try.
Best Eyeliner Felt Tip: Pat McGrath Labs Perma Precision Liner
A favourite of Vogue beauty and lifestyle director Jessica Diner, this liner is rich in pigment but effortless to use. Perfect for a more defined wing.
Best Eyeliner For Sensitive Eyes: La Bouche Rouge Le Kôhl Noir
Developed without microplastics and with 98 per cent natural origin ingredients, this is a good bet for those who have sensitive eyes. It delivers impactful colour in both the waterline and around eyes.
Best Brush Eyeliner: Bobbi Brown Long-Wear Gel Eyeliner
An industry favourite, Bobbi Brown’s Long-Wear Gel Eyeliner has a budge-proof formula and inky black finish. Use the finest brush you can find for perfect precision.
Best Coloured Eyeliner: Dior Diorshow On Stage Liner
From pink to green, Dior’s coloured eyeliners are the best in the business. The brand’s make-up artist, Peter Philips, regularly uses them backstage for the iconic looks he creates for the shows, plus the flexible felt tip is super easy to use.
Best Waterproof Eyeliner: Stila Stay All Day Smudge Stick Waterproof Eyeliner
A true cult classic, you’ll find this handy pen rolling around in many a make-up artist’s kit. The super-smooth tip helps you glide across your lash line with zero tugging or pulling for a neat flick.
Best Supermarket Liquid Eyeliner: Maybelline Express Eye Liner
Quick to dry but still bold in colour, this liquid liner combines the rich pigment of an ink well with the ease of a felt tip. It’s purse-friendly, too.
Tattoo by name, tattoo by nature, this liner is ideal for those who simply cannot be touching up their make-up once it’s on. Fully waterproof, its staying power is near legendary.
Best White Eyeliner: Shiseido Kajal InkArtist Shadow, Liner, Brow – Kabuki White
From an eyeshadow to an eyeliner, this Shiseido number is an excellent multi-tasker. White eyeliner is brilliant for making the eyes look more awake, so roll its Kabuki White shade in your waterline and expect to look infinitely more rested.
INTRODUCING The Confession Ultra Slim High Intensity Refillable Lipstick in Red 0 by Hourglass Cosmetics.
No carmine, no harm. Finally, a brand with enough resources took it upon themselves to find an alternative to regular red lipstick formulations that typically involve carmine (an insect).
(Hourglass Cosmetics has yet to address and improve on their shade range in ALL other products, but this accomplishment deserves a moment in the spotlight, in my opinion.)
100% vegan lipstick that delivers saturated, long-wearing color with a satin finish.
Special-edition shade uses their innovative ingredient, Red 0, to deliver a saturated, true red hue with animal-friendly pigments that do not compromise performance, in an exclusive red applicator adorned with a beetle ($40).
Courtesy of Hourglass Cosmetics
Hourglass Cosmetics issued the following statement:
“Experience Confession Red 0: a special-edition shade that uses our patent-pending vegan replacement for carmine to deliver a saturated, true red hue that does not compromise performance. With its creamy, saturated formula and vibrant hue, Red 0 reflects Hourglass’ belief that makeup can be both high performance and cruelty-free.”
How will this sell? How will this change the market? Only time will tell.
Unlike a good blush or incredible lipstick, the best setting powder isn’t made to be a look—which is why it’s an easy step to skip when you’re pressed for time or money. It’s got a bad reputation of making your face look dry and cakey, which certainly doesn’t help either.
So let’s reframe it for you: Think of setting powder as a tool (and a highly underrated one at that) that can vastly extend the life of your makeup, like the way a topcoat does for your manicure. A few dabs can lock your makeup in place, keep shine to a minimum, and soak up sweat and oil—qualities that are undeniably useful when the weather’s hellishly humid or wet. It can be just as reliable during the winter too. The latest formulations include hydrating and brightening ingredients like vitamins C and E to give your skin a smooth Instagram-filtered finish, instead of one that’s rough and wind-chapped.
From Cover FX’s talc-free formula—perfect for those with sensitive skin—to Ilia’s natural loose powder, here Glamour editors tested the top tinted and translucent options in order to share which stood above the rest.
Best Setting Powder Overall: Hourglass Veil Translucent Setting Powder
Talk to any makeup artist, and you’ll likely find this setting powder in their kit. That’s because one fine layer of this silky, hydrating formula rivals Instagram’s Subtle filter (you know, the one every influencer uses). The secret? The formula is infused with light-refracting diamond powder, which gives your skin a glisteny (but not sparkly) blurred finish. I’ve seen artists use it on a range of skin tones and never has it left a white cast. Skeptical? Read all its five-star reviews. This powder is a winner. —Lindsay Schallon, senior beauty editor
Best Drugstore Setting Powder: Maybelline Fit Me! Loose Finishing Powder
I’ve got super oily—but dehydrated—skin, so I’m constantly dealing with a complexion that somehow looks greasy and dry at the same time. This is the only drugstore powder that manages to put both issues to rest. I’ve found the trick is to press it in with a makeup puff (instead of swirling it on with a brush), which leaves behind a blurred, your-skin-but-better finish that looks flawless both in real life and photos. —L.S.
I love a flawless no-makeup makeup look, and stan by any and all products that help me get a little closer to that. The translucent color works well on my fair skin, and since I don’t use foundation, I’ve been applying it over my concealer for a little extra sparkle. It sure is pricey, but if luxe beauty is your vice, then it’s totally worth it. —Talia Abbas, commerce writer
Best Translucent Setting Powder: Laura Mercier Translucent Loose Setting Powder
I’ve tried a lot of loose powders before, and they all either make my skin look blotchy, or go on white and make me look like a ghost. This does neither! It applies flawlessly and keeps my oily pores at bay, but not to the point that my skin produces more oil. Also, Jackie Aina loves it. In my opinion, there is no better endorsement than that. —Khaliha Hawkins, producer
Best Loose Setting Powder: Fenty Beauty Pro Filt’r Setting Powder
I’ve used setting powder only a handful of times before, since it always seemed like an extra step I could easily do without. However, the Fenty Pro Filt’r Setting Powder went above and beyond. True to form, the brand came through with a wide range of skin tones to choose from (eight is a lot for this kind of product—some brands offer just two), so it blended well with my medium-tan skin and yellow undertone. Rihanna knows a thing or two about being camera ready, and it’s obvious with this product, because the pore-blurring, mattifying effect would be worthy of digital camera days of the early aughts, or even the brightest of Lumee Lights. —Erin Parker, commerce writer
Best Pressed Setting Powder: Neutrogena Healthy Skin Pressed Powder
For someone who just started dabbling with setting powders, I really enjoyed this one from Neutrogena. The shade range isn’t as robust as some other brands’, but it’s still a great starter product since the pressed powder makes it easy to control the amount you apply—especially for smaller coverage areas like under your eyes. Plus, for someone who has dry skin, it’s formulated with hydrating and brightening antioxidants like vitamin B5 and vitamins C and E. —T.A.
Best Setting Powder for Dry Skin: Tarte Shape Tape Setting Powder
My skin is Mojave Desert–dry, so setting powders aren’t something I typically gravitate toward (I’m more of a desperate-for-dewy kind of person), but Tarte’s Shape Tape Setting Powder has officially changed my makeup routine. It blurs any blemishes and sets my makeup without gathering in the cracks in my (and I can’t stress this enough) dry skin. Plus the little powder puff that it comes with is so soft and plush it’s worth the price of admission alone. —Shanna Shipin, commerce editor
Best Setting Powder for Acne-Prone Skin: Nars Light Reflecting Loose Setting Powder
I have combination skin, so it’s tricky to find a powder that can mattify any shine I may be dealing with without it clinging to dry patches. Most mattifying powders are way too cakey, and more luminous ones make me look too slick. Then I came across this Nars powder. It’s hefty enough to soak up any lurking oil, yet so finely milled that it takes a lot to overdo it and look powdery. Although it’s described as light-reflecting, there’s no visible shimmer—it just has a natural finish that makes my skin look airbrushed, which is always the goal. —Isabella Cacciatore, beauty associate
Best Setting Powder for Oily Skin: Marc Jacobs Beauty Finish-Line Perfecting Coconut Setting Powder
This is the powder to grab in summer, when the heat is at its most unbearable, or before/after a workout. It’s so lightweight—and, real talk, so good at soaking up your sweat—that you’ll forget you’re even wearing makeup. —Anna Moeslein, senior editor
Best Setting Powder for Sensitive Skin: Cover FX Perfect Setting Powder
I swear by the Cover Fx Power Play foundation and concealer, so trying the powder was a no-brainer. Unlike the foundation and concealer, the powder doesn’t have a large range of shades, so choosing between the light and dark was very time consuming. The Translucent light shade was perfect and didn’t leave a white cast on my face. It blended in well and didn’t let the oils in my skin shine through. —K.H.
Best Vegan Setting Powder: Ilia Soft Focus Finishing Powder
We all want a loose powder that will survive the humidity of the New York City subway system, right? Well, how about a powder that can combat sweat at the NYC Pride Parade? Yes, I’m serious. After testing this, I’ve concluded that either my skin is magic or this product is (and I’m pretty sure it’s the latter). Lightweight and cute, it’s dependable for any occasion. —E.P.
Best Setting Powder for Combination Skin: Milk Makeup Blur + Set Matte Loose Setting Powder
This setting powder is seriously a dream. Not only does it eliminate oil and shine, but the lightweight formula keeps my makeup looking fresh all day. It lies perfectly over my concealer and doesn’t make my skin look dry or chalky. —E.P.
Best Lightweight Setting Powder: Lawless Seal The Deal Loose Setting Powder
I’ve gone through a lot of loose powders over the years, some good, some bad. When I learned that Lawless Beauty was launching one with no talc, I knew I had to try it out. I’ve been using this for a couple weeks, and my skin is noticeably different. The best thing is that as soon as I started to use it, all my breakouts disappeared. I use the Brightening Translucent shade to set and bake my foundation, then dust on the Golden Translucent to contour. I really don’t think I’ll ever use another powder. Lawless uses mica, which is not only healthier than talc, but is the secret to making this powder so lightweight that it doesn’t cake onto your skin. —Azadeh Valanejad, contributor
Best Antiaging Setting Powder: Onomie AHA Perfecting Setting Powder
I’ve fallen in love, and the object of my affection is this powder. The featherlight formula goes onto my skin seamlessly, leaves me looking fresh and rejuvenated, and doesn’t look even remotely mask-like. What’s more: It left my face feeling baby smooth. That’s probably thanks to all of its good-for-you ingredients, like skin-softening lactic acid and collagen-boosting peptides. Oh, and let’s not forget its inclusion of vitamin C, which helps block free radicals. Into it. —Jennifer Lance, weekend writer
The clean beauty market is on track to make $22 billion by 2024. Those environmentally conscious beauty enthusiasts may have already swapped out some of their old products for ones that are better for the planet, but CoverGirl is looking to make the jump to clean beauty easier and cheaper than ever with its newest range Clean Fresh.
Clean Fresh is formulated without talc, parabens, formaldehyde, phthalates, mineral oil, or sulfates, according to a press release. It’s also completely vegan, and since it’s CoverGirl, we also know it’s cruelty-free and doesn’t test on animals.
The range is made up of four new products: Skin Milk Foundation, Cream Blush, Cooling Glow Stick, and Lip Oil. Together, they’re designed to let you create a full face of makeup — perhaps your first full face of entirely cruelty-free/vegan/clean makeup.
First up is Skin Milk, a liquid foundation that uses coconut and aloe for a dewy, moisturizing finish. It’s launching in 14 shades with an even split along the shade spectrum. Once your foundation is on, you can go in with the Cooling Glow Stick. Choose between four shades of shimmery pink designed to highlight cheekbones or anywhere else in need of some sparkle. Add color with the cream blush, then finish up the look with the high-shine, tinted lip oil.
Kassy Rose Makeup Artistry 