Rosie Huntington-Whiteley Steps Down from Her Beauty Brand Rose Inc amid New Ownership: 'Integrity Is Paramount'

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, 37, vowed to “pursue new adventures” but took the time to thank those who went on the Rose Inc journey with her in creating sustainable, clean makeup and skin care.

Her partner of more than a decade, Jason Statham, left a gushing comment on her Instagram, writing, “One door closes another opens…Glad to put this one to bed!! The best is yet to come baby. Love forever J.”

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Huntington-Whiteley told PEOPLE in December that the Rose Inc SPF she created was one of her favorite products ever — because she was able to make the exact formulation she’d been dreaming about putting on her face forever.

“It leaves your skin looking so dewy and hydrated, and makeup works beautifully over the top of it,” she said of the product. “I’ve not been a big fan of actually wearing SPF on my face for many years because I felt like they were greasy, felt really thick and were pore-clogging, or left a white cast.”

The Rose Inc brand encompasses makeup — including a wide range of lip colors, eye shadows, foundation and concealer — and skincare made with conscious ingredients and backed by science. The products are also vegan and cruelty-free.