Rosie Huntington-Whiteley Steps Down from Beauty Brand Rose Inc amid New Ownership [Video]

Rosie Huntington-Whiteley is stepping down from the beauty brand she created in 2018.

The model and entrepreneur announced on Instagram on May 3 that she would no longer be running Rose Inc.

“In 2018, I founded Rose Inc with a vision to foster a beauty community and create exceptional products in line with my values and beliefs. However, due to significant changes within the business, I’ve made the considered decision to step down from the brand,” she wrote, adding that last August, her brand’s joint venture partner, Amyris Inc, declared bankruptcy.

This led to her company’s assets being sold “to the highest bidder at auction” and pushing the brand under “new ownership.”

“Moving forward I am no longer involved or affiliated with its operations, products, or promotional activities,” she wrote, adding, “Authenticity and integrity are paramount to me in any business endeavor on which I embark and therefore, it is time for me to close this chapter.”

Huntington-Whiteley, …