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Softlight Skin-Smoothing Liquid Foundation
A medium-buildable foundation with a smooth, soft-matte finish.
31N
Deep with Neutral Undertone
30W
Deep with Warm Red Undertone
29N
Deep with Neutral Red Undertone
28W
Deep with Warm Golden Undertone
27C
Deep with Cool Red Undertone
26N
Deep with Cool Red Undertone
25W
Deep with Warm Golden Undertone
24W
Medium-Deep with Warm Olive Undertone
23C
Medium-Deep with Cool Pink Undertone
22N
Medium-Deep with Neutral Undertone
21W
Medium-Deep with Neutral Undertone
20N
Medium-Deep with Neutral Golden Undertone
19N
Medium-Deep with Neutral Undertone
18W
Medium-Deep with Warm Golden Undertone
17C
Medium with Cool Pink Undertone
16W
Medium with Warm Olive Undertone
15N
Medium with Neutral Golden Undertone
14W
Medium with Warm Peach Undertone
13N
Medium with Neutral Undertone
12C
Medium with Cool Neutral Undertone
11W
Medium with Warm Golden Undertone
10N
Light-Medium with Neutral Olive Undertone
9W
Light-Medium with Warm Peach Undertone
8N
Light with Neutral Undertone
7C
Light with Cool Pink Undertone
6W
Light with Warm Golden Undertone
5N
Light with Neutral Undertone
4W
Light with Warm Golden Undertone
3N
Fair with Neutral Undertone
2N
Fair with Neutral Olive Undertone
1C
Fair with Cool Pink Undertone
31N
Deep with Neutral Undertone
Current price: $54
Softlight Skin-Smoothing Liquid Foundation
Medium Coverage, brightening, balancing
Current price:
$54
Skin Enhance Luminous Tinted Serum
A hydrating skin tint that delivers powerful skincare and sheer,...
140
Very Deep Skin Tone/Red Undertone
130
Deep Skin Tone/Neutral Undertone
120
Deep Skin Tone/Red Undertone
110
Deep Skin Tone/Golden Undertone
100
Medium Deep Skin Tone/Golden Undertone
090
Medium Deep Skin Tone/Olive Undertone
080
Medium Tan Skin Tone/ Peach Undertone
070
Medium Skin Tone/Peach Undertone
060
Medium Skin Tone/ Neutral Undertone
050
Medium Skin Tone/ Pink Undertone
040
Light to Medium Skin Tone/ Neutral Undertone
030
Light Skin Tone/ Warm Golden Undertone
020
Light Skin Tone/Warm Peach Undertone
010
Fair Skin Tone/ Cool Pink Undertone
140
Very Deep Skin Tone/Red Undertone
Current price: $49
Skin Enhance Luminous Tinted Serum
Sheer Coverage, illuminating, hydrating
Current price:
$49
Cream Blush Refillable Cheek &
A hydrating cream that brightens and blurs with a radiant...
Hydrangea
Light cool pink
Wisteria
Coral pink
Anemone
Coral
Heliotrope
Apricot
Delphine
Muted peach
Daylily
Rich taupe
Foxglove
Warm terracotta
Ophelia
True pink
Camellia
Mauve
Hibiscus
Bright plum
Azalea
Berry
Dahlia
Deep berry
Hydrangea
Light cool pink
Current price: $32
Cream Blush Refillable Cheek & Lip Color
Brightening, blurring and longwearing
Current price:
$32
Softlight Luminous Hydrating Concealer
A does-it-all concealer that brightens, blurs and contours while nourishing...
LX 200
Very Deep Skin Tone, Neutral Undertone
LX 190
Very Deep Skin Tone, Cool Red Undertone
LX 180
Deep Skin Tone, Warm Neutral Undertone
LX 170
Deep Skin Tone, Golden Undertone
LX 160
Deep Skin Tone, Red Undertone
LX 150
Deep Skin Tone, Neutral Undertone
LX 140
Medium/Deep Skin Tone, Neutral Undertone
LX 130
Medium/Deep Skin Tone, Warm Golden Undertone
LX 120
Medium/Deep Skin Tone, Pink Undertone
LX 110
Medium/Deep Skin Tone, Golden Undertone
LX 100
Medium/Deep Skin Tone, Peach Undertone
LX 090
Medium Skin Tone, Olive Undertone
LX 080
Medium Skin Tone, Pink Undertone
LX 070
Medium Skin Tone, Golden Undertone
LX 060
Medium Skin Tone, Peach Undertone
LX 050
Light/Medium Skin Tone, Neutral Undertone
LX 040
Light/Medium Skin Tone, Golden Neutral Undertone
LX 030
Light Skin Tone, Pink Undertone
LX 020
Light Skin Tone, Peach Undertone
LX 010
Fair Skin Tone, Neutral Undertone
LX 200
Very Deep Skin Tone, Neutral Undertone
Current price: $30
Softlight Luminous Hydrating Concealer
Medium coverage, brightening, blurring
Current price:
$30
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Education
A primer on essential beauty topics, from talc contamination to biodegradability.
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Profile
Everybody has a story about beauty. Some of the world’s most intriguing people share theirs.
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Expert beauty advice to inform and inspire.
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A glimpse inside Rosie Huntington-Whiteley's world.
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Everybody has a story about beauty. Some of the world’s most intriguing people share theirs.
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A glimpse inside Rosie Huntington-Whiteley's world.
Inside Rose Inc: How a Product Is Made
Education
By Courtney higgs
August 26, 2022
It takes a lot of talented people to bring a product to market. You may have seen factory tours of Satin Lip Color and Solar Radiance Highlighter, but before raw materials ever get mixed, there are many steps that go into bringing products into the world — and even more that come after. Ahead, we’re checking in with just a few of the Rose Inc staffers who work in different parts of the company, from formulation and packaging all the way down to copywriting and events, for a glimpse into the process. How does it all work? And what are their favorite products they’ve worked on? Keep reading for more.
Vanessa Cruzada
Director, Product Management & Marketing
Vanessa Cruzada is one of the first people to touch every Rose Inc product. She’s part of the team that not only dreams up new launches, but also fills in the how by developing clean, efficacious formulas, how they’ll feel and even what they’ll smell like.
Vanessa’s favorite products: Softlight Luminous Hydrating Concealer in Shade LX070 and Number 4 Dual-Ended Concealer Brush
“This [concealer] covers anything and I’m obsessed with how creamy this one is — it’s a dream. [The concealer brush] does it all. It’s my favorite tool of the bunch! You can apply concealer, foundation, blush, bronzer, highlighter, all-over eye color, etc. You can buff out color or target for more coverage. It’s like a Swiss Army knife.
Erin Ewing
Director, Packaging Development
Once a formula is finished, it’s up to Erin Ewing to determine how to package it. You can thank her for creating our beautiful, more sustainable packaging comprised of recyclable and PCR components that keep products fresh to the last swipe.
Erin’s favorite product: Solar Infusion Soft-Focus Cream Bronzer in Shade Kauai
“I have always been a bronzer girl and this is by far the best one that I have ever used. It gives my skin the perfect sun-kissed glow without feeling cakey. It is also super hydrating and doesn’t settle in any creases. I literally wear it every single day.”
MacKenzie Kassab
Director, Copywriter and Editor
Once the product is finished and the packaging set, it’s then decided how to describe it. Every word you see printed on our products or published on our website passes through wordsmith MacKenzie Kassab. Not only does she tackle tasks like naming products and shades, but she helps ensure clear messaging around every offering so consumers know what it is and why it’s special.
MacKenzie’s favorite product: Satin Lip Color Rich Refillable Lipstick
“Satin Lip Color is the beauty equivalent of ‘fake it till you make it’: It gives a polished impression, regardless of how put-together you actually feel. The rich, hydrating texture rivals my go-to lip balm, so I’m constantly reaching for it throughout the day. I keep a shade in my bag, another next to my laptop and I often have one tucked mindlessly in my back pocket. With neutral shades, mirror-free application is a breeze. I never leave home (or go on Zoom) without it.”
Connie Cheng
Senior Manager, Social Media & Content Marketing
If there’s one teammate who lives and breathes social media above all else, it’s Connie Cheng. Not only does she spend her days planning and posting to the Rose Inc Instagram feed, she also spearheads the content strategy that informs the content and cadence across the brand’s other social media channels like Facebook and TikTok.
Connie’s favorite product: Skin Enhance Luminous Tinted Serum in Shade 05
“Our tinted serum is my go-to that is perfect for WFH and everyday wear! I love how it lets my skin look like skin, but better, with a radiant finish. It’s the ultimate duo when paired with our Number 3 Foundation Brush. I highly recommend this product to anyone who is looking to effortlessly give their skin a complexion boost."
Rhonda Ruf
National Education and Events Manager
When it comes time to educate consumers and retail partners about Rose Inc products, Rhonda Ruf is there to get into the nitty-gritty of what sets Rose Inc products apart from the pack. You can catch her conducting virtual sessions via video conference and performing in-store demonstrations to teach partners everything there is to know about getting the most of each product.
Rhonda’s favorite product: Cream Blush Refillable Lip and Cheek Color
“I have always loved cream blush, but this one is special! I love the formula, the texture and how blendable it is. I stipple it onto my cheeks with our blush brush and sweep a little across my nose. Then I take my finger and dab a little on my pout. Chef’s kiss!”
Shop the Story
Softlight Luminous Hydrating Concealer
A does-it-all concealer that brightens, blurs and contours while nourishing...
LX 200
Very Deep Skin Tone, Neutral Undertone
LX 190
Very Deep Skin Tone, Cool Red Undertone
LX 180
Deep Skin Tone, Warm Neutral Undertone
LX 170
Deep Skin Tone, Golden Undertone
LX 160
Deep Skin Tone, Red Undertone
LX 150
Deep Skin Tone, Neutral Undertone
LX 140
Medium/Deep Skin Tone, Neutral Undertone
LX 130
Medium/Deep Skin Tone, Warm Golden Undertone
LX 120
Medium/Deep Skin Tone, Pink Undertone
LX 110
Medium/Deep Skin Tone, Golden Undertone
LX 100
Medium/Deep Skin Tone, Peach Undertone
LX 090
Medium Skin Tone, Olive Undertone
LX 080
Medium Skin Tone, Pink Undertone
LX 070
Medium Skin Tone, Golden Undertone
LX 060
Medium Skin Tone, Peach Undertone
LX 050
Light/Medium Skin Tone, Neutral Undertone
LX 040
Light/Medium Skin Tone, Golden Neutral Undertone
LX 030
Light Skin Tone, Pink Undertone
LX 020
Light Skin Tone, Peach Undertone
LX 010
Fair Skin Tone, Neutral Undertone
LX 200
Very Deep Skin Tone, Neutral Undertone
Current price: $30
Softlight Luminous Hydrating Concealer
Medium coverage, brightening, blurring
Current price:
$30
Number 4 Dual-Ended Concealer Brush
A bespoke two-in-one concealer brush with ends designed for targeted...
Current price: $32
Number 4 Dual-Ended Concealer Brush
Precise, diffusing and vegan
Current price:
$32
Solar Infusion Soft-Focus Cream Bronzer
A mistake-proof bronzer that instantly warms the complexion while blurring...
Capri
Deep
Seychelles
Medium-deep
Kauai
Medium
Parrot Cay
Light
Capri
Deep
Current price: $36
Solar Infusion Soft-Focus Cream Bronzer
Smoothing, antioxidant-rich and non-comedogenic
Current price:
$36
Satin Lip Color Rich Refillable
Creamy lipstick that plumps the lips while drenching delicate skin...
Besotted
Beige pink
Hypnotic
Sandy beige
Poetic
Muted coral
Enigmatic
Terracotta pink
Persuasive
Warm rose
Graceful
Golden brown
Poised
Deep brick
Demure
Cool blush
Intuitive
Deep mauve
Eloquent
Soft plum
Besotted
Beige pink
Current price: $28
Satin Lip Color Rich Refillable Lipstick
Line-blurring, plumping and softening
Current price:
$28
Skin Enhance Luminous Tinted Serum
A hydrating skin tint that delivers powerful skincare and sheer,...
140
Very Deep Skin Tone/Red Undertone
130
Deep Skin Tone/Neutral Undertone
120
Deep Skin Tone/Red Undertone
110
Deep Skin Tone/Golden Undertone
100
Medium Deep Skin Tone/Golden Undertone
090
Medium Deep Skin Tone/Olive Undertone
080
Medium Tan Skin Tone/ Peach Undertone
070
Medium Skin Tone/Peach Undertone
060
Medium Skin Tone/ Neutral Undertone
050
Medium Skin Tone/ Pink Undertone
040
Light to Medium Skin Tone/ Neutral Undertone
030
Light Skin Tone/ Warm Golden Undertone
020
Light Skin Tone/Warm Peach Undertone
010
Fair Skin Tone/ Cool Pink Undertone
140
Very Deep Skin Tone/Red Undertone
Current price: $49
Skin Enhance Luminous Tinted Serum
Sheer Coverage, illuminating, hydrating
Current price:
$49
Number 3 Foundation Brush
An angled brush designed for control and seamless blending along...
Current price: $32
Number 3 Foundation Brush
Blending, diffusing and vegan
Current price:
$32
Cream Blush Refillable Cheek &
A hydrating cream that brightens and blurs with a radiant...
Hydrangea
Light cool pink
Wisteria
Coral pink