Rose Inc Beauty

by Sarah

There’s nothing in the beauty spectrum that I enjoy more than discovering new brands and products.

The experience becomes even more satisfying when they live up to, or better yet exceed my expectations. Enter Rose Inc

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Rose Inc Beauty

Some of you may already know of Rose Inc, created by supermodel Rosie Huntington Whiteley. Famous for her rosy pillowy lips and countless magazine covers, Rosie ventured into the beauty industry in partnership with Amyris.

Sustainability, performance and minimalism being at the forefront of the brand’s makeup and skincare range, the line is designed to promote effortless natural beauty.

Although I’ve been seeing Rose Inc’s best selling cream blushes all over social media, it was the recent launch of their Skin Enhance Luminous Tinted Serum that really got me paying attention.

With an innovative concept similar to that of Chanel’s Le Beige Water Fresh Tint that I’ve been eyeing for some time, Rose Inc’s own version at a more affordable price, but more importantly cruelty-free and sustainable option made me click Add To Cart pretty quickly.

Even better, they had a Mistake-Proof Complexion Set which had the serum, hydrating concealer, a foundation brush and a dual-ended concealer brush.

But wait! there’s more! At the time I placed my order, they had a gift with purchase including a full size refill of their best selling cream blush and brow gel in a chic embossed drawstring bag; PLUS 2x samples – I selected the sample card of 3 more blush colors and their brightening serum

Phew! That was a generous bag of goodies for $120 in total.

Rose Inc Mistake Proof Complexion Set

Lets get to the products ..cos I have a lot to say…


We’re used to seeing tinted moisturizers in lotion/cream base, however, seeing it in serum form is quite interesting.

The base of the Rose Inc serum is hyaluronic acid gel, squalane and peptides, all known for their hydrating and plumping properties. The pigment is encapsulated in tiny little spheres floating in this serum. Upon application, the spheres burst releasing the pigment.

I don’t know how they achieved this blend, however the finish of this serum really lives up to all the incredible claims:
It’s got a luminous glowing finish, it provides sheer coverage which evens out skin tone and it has a blurring effect all rolled into one.

Rose Inc Skin Enhance Luminous Tinted Serum in 060

The initial application feels almost watery, quite cooling which feels really nice on the skin. As the spheres burst and melt in with the serum, the tint starts to come through.

Once it settles into the skin, it definitely has a glowing finish and evens out the skin tone with a slight blurring effect. There’s no scent to this serum and despite feeling really wet, it sets down without any stickiness.

It also wears really well. I had no issues applying both powder and cream/liquid products layered on top; no moving, collecting or breaking apart.

Rose Inc Skin Enhance Luminous Tinted Serum in 060


Disclaimer: Because this product is such sheer coverage, it has play room of at least 2-3 shades. So even if you don’t get your exact shade, it blends in somehow. But, I will most likely purchase a different shade than 060 next round. Let me explain…

I have a warm/yellow undertone; medium skin tone category.

Based on the labels and the swatches on the website, I had a choice of:

030 warm undertone light category;
040 neutral undertone light-medium category; or
060 neutral undertone in medium category.

Thinking 030 would be too light and 040 would be both too light and the wrong undertone, I opted for the only next available option which was 060 – technically the wrong undertone for me but at least in the right category of medium.

***That said, I’m wondering if the shade 040 is labelled wrong as a neutral undertone on their website, cos in the picture it looks like a warm undertone (which would make more sense given everything else thereafter until 090 is neutral/peach)

Now that I have 060 and wore it, it blends into my skin without a trace but I can definitely see the greyish undertone against my warm skin tone at initial application.

Currently there are 14 shades in the line with different undertones and skin tone categories. I might go for the 040 for my next purchase, just to see how it compares to my current 060




Try saying that name a few times!

Ever since my favorite Marc Jacobs concealer has been discontinued and I’m pretty much scraping the bottom of my last bottle, I’ve been on the hunt for a concealer that provides just enough coverage without being too cakey, too rich/oily and of course that wears well.

I hadn’t looked at the Rose Inc concealers before so getting it as part of this set was a great way to try it out. And I love it!

I got the shade LX50 which is a warm undertone that’s about 1-2 shades lighter than my usual foundations.

Softlight Luminous and Hydrating Full Coverage Concealer

It blends seamlessly and the coverage is definitely medium to full. Every time I wore it, I set it lightly with either my Dior No-Powder-Powder or Charlotte Tilbury Airbrush Powder and it lasted without creasing, moving or collecting. I can vouch for 5 hours at this stage as I don’t wear makeup much longer than that these days.

As for the brushes, again as part of this set, I absolutely love them; especially the #3 foundation brush. The quality is amazing; the bristles are a great blend of soft and firm which is ideal for blending base products. The tapered shape allows for comfortable application around the nose area and under the eyes too.

The foundation brush worked best when applying the Skin Enhance Tinted Serum, as the bristles burst and evenly distributed the pigment spheres within the serum.


While we’re doing a detailed introduction to Rose Inc goodies, I may as well cover the sample products too.

As mentioned in the beginning, Rose Inc’s best selling product is their Divine Radiant Lip & Cheek color.

Available in 6 gorgeous shades and refill pans, my initial thoughts on the rough surface texture of this blush was that it was a mousse/cream hybrid. It’s only when I swatched it and that surface mousse melted into this delicious buttery cream, that I realised how good the formula really was.

It’s crazy pigmented which was another surprise but it blends so nicely and leaves the most beautiful natural sheen on the skin – including a beautiful hydrating tint on the lips.

The refill shade that’s come out of my gift with purchase is a rosy-berry color called Azalea but now that I love this product, I will definitely be ordering the compact and at least 2 other shades from the line.

Rose Inc Blush Divine Radiant Lip & Cheek Color in Azalea

Last but not least is the Brow Renew Eyebrow Gel. I only used it once to brush my brows into place. It’s more of a milky lotion texture and it felt very nourishing. It didn’t set or dry up hard like traditional brow gels so I’m happy with the overall performance of this product too. I have the original no-color formula but they have the tinted version also.

If you stayed with me til this last paragraph, you probably already gathered my thoughts on the Rose Inc line so far. I’m super happy and impressed with pretty much every single product and I’ve been reaching for them at every makeup session since I got them.

I love the concept and motto of the brand as a whole; I love the simplicity of the product range and of course the performance.

Rose Inc also has more products on their website including skincare, lip color and amazing deals where they offer curated packs of their products.

You can shop the Rose Inc line HERE 

What are your thoughts on Rose Inc products; share them in the comments; xo


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Rose Inc Part 2 - Beauty Point Of View September 1, 2022 - 6:30 am

[…] my introduction post of Rose Inc Beauty, which featured a blend of base and skincare products; read HERE; I wanted this post to be all about their color products […]

Melinda March 24, 2022 - 3:50 am

Great post. The tinted serum looks so interesting. Thank you for the information and swatches

Rachel March 10, 2022 - 6:52 am

All of the products look great but I might need to try that concealer! I’ve tried a few different brands recently and I hated how they broke apart on the skin (especially under the eyes).

Sarah March 16, 2022 - 3:23 am

It’s really hard to find the right concealer so this is definitely worth a try 😊

Sam March 10, 2022 - 6:29 am

Wow! Wow! Wow!….it’s been a while since I’ve seen a product that peaked my interest. I love wearing tinted moisturisers but the formulation of this sounds amazing. I might also have to add the lip & cheek colour too because one can never have enough :)

Sarah March 16, 2022 - 3:23 am

Beautiful formulas; I’m pleasantly surprised too 😊


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