I’m usually pretty immune to the hype that darkens celebrity beauty brands, but Rose Inc is the one that sparked my interest from the start. For starters, founder Rosie Huntington-Whiteley is one of the most successful models in the world (with a face to match). But she’s also incredibly savvy when it comes to skin. Certainly prone to escapes and very through brands, products and innovation, she cemented her status early on with an editorial offering, hosting interviews, videos and expert recommendations online before finally announcing the launch of a range of “modern essentials” a few months ago.

Now available in Mecca, I decided to buy the flagship – the Softlight Luminous Moisturizing Concealer – in place of the Nars Creamy Radiant Concealer (my all-time favorite for the past five years). Described as a “all-rounder that brightens, blurs and contours the skin while nourishing the skin,” it has been dubbed by Rosie as an alternative to all-over foundation. The ingredient list reads a bit like skin care, formulated with vegetable squalane, vitamin E, hyaluronic acid and fig extract. It’s also non-comedogenic (Los Angeles esthetician Biba de Sousa actually helped with the ingredients), so it’s the perfect makeup product for those prone to congestion… ie me .

With 10 shades available, I chose LX 070, a medium shade with golden undertones. The first time I used it I was going through one of the worst breakouts I’ve had in years, so pigmentation and coverage was paramount (that’s a big part of what I love about Nars ). Taking inspiration from Rosie, I sprinkled it around my eyes, chin, forehead, and on some rashes, blending it in with a large, fluffy brush. Incredibly, it melted into my skin like hot butter but still provided incredible coverage, giving me even skin without looking heavy. And then there is the finish! Unlike other high-coverage concealers that build up or wrinkle, this one has a creamy, moisturizing base that spreads well and looks fresh, meaning it’s perfect for everyone. face (as opposed to spots only).

As for wear and tear, I have no complaints. Long-wearing but still natural, I can say this is one of the most impressive makeup products I’ve tried this year, and worth every penny of the $ 43 price tag. I haven’t tried other products in the line yet, but this positive experience means I definitely will.

Purchase the Concleaer Luminous Moisturizer Rose Inc Softlight below.

Rose Inc Softlight Luminous Computer Moisturizer, $ 43. BUY NOW



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