Rosie Huntington-Whiteley has joined forces with sustainable cosmetic ingredients maker Amyris to form a new company, Clean Beauty Collaborative.
The model and businesswoman launched beauty commerce destination Rose Inc. in 2018 and has previously endorsed Amyris’ Pipette baby and mother care brand.
The new venture will expand Amyris’ presence in the ‘clean’ beauty sphere beyond its Biossance skin care and Pipette labels.
Clean Beauty Collaborative will develop a new line of cosmetics using the brand Rose Inc. and build on the Rose Inc. content platform.
The new beauty product line is tipped for a Q3 2021 launch.
Caroline Hadfield, President of Amyris’ clean skin care ingredients business, will be the Chief Executive Officer of Clean Beauty Collaborative and Huntington-Whiteley will be Chief Creative Officer.
"The formation of Clean Beauty Collaborative demonstrates Amyris’ strong commitment to continuous innovation of the clean beauty category," said John Melo, President and Chief Executive Officer of Amyris.
"We are very pleased to be partnering with Rosie on this new venture. Rosie and Amyris share a clear vision and commitment to making the Beauty industry better through great performing products that are produced sustainably without harm to our planet.
“We believe cosmetics to be the next opportunity for us to transform to clean and we are very excited to have Caroline lead the creation of her third brand in the Amyris family of direct-to-consumer beauty."
Huntington-Whiteley commented: "I am passionate about responsible beauty products that are healthy for people and the planet.
“Working with Pipette this past year, I have been thoroughly impressed with Amyris' technology and its leadership in creating sustainable, non-toxic and trustworthy products.”
Huntington-Whiteley is something of a veteran in the beauty industry. Beyond Rose Inc., she has previously collaborated with British retailer Marks & Spencer on the Autograph beauty line and, earlier this year, was announced as the first-ever brand ambassador for Hourglass Cosmetics.