Rosie Huntington-Whiteley has joined forces with sustainable cosmetic ingredients developer, Amyris to form a new company, Clean Beauty Collaborative.
The venture will expand Amyris’ presence in the clean beauty sphere beyond its Biossance skincare and Pipette labels.
According to a press release, Clean Beauty Collaborative will live under Rose Inc., the model's digital destination for all things beauty.
"The formation of Clean Beauty Collaborative demonstrates Amyris’ strong commitment to continuous innovation of the clean beauty category," said Amyris president and chief executive officer, John Melo.
"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."
The model and businesswoman, who launched Rose Inc. in 2018, will be chief creative officer of Clean Beauty Collaborative.
"I am passionate about responsible beauty products that are healthy for people and the planet," Huntington-Whiteley said.
“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.”
Clean Beauty Collaborative is tipped for a Q3 2021 launch.