Landing on the Rose Inc., beauty brand website launched by Rosie Huntington-Whiteley in 2021, one has no clue that the founder is no longer affiliated with the company.

The model, actor, entrepreneur has closed the book on her involvement with Rosie Inc. and has now joined The Equity Studio, a new firm providing funding and strategic advice to beauty, wellness and lifestyle companies.

Led by investor Anna Sweeting, Huntington-Whiteley has partner status. The Equity Studio will invest in growth-stage consumer companies in the early to mid stages of development in the United Kingdom, the United States, and Europe, writes The Fashion Enthusiast UK.

Goodbye Rose Inc.

Huntington-Whiteley launched Rose Inc. with biotech darling turned incubator Amyris, which filed for Chapter 11 bankruptcy in August 2023.

Before last Friday, Huntington-Whiteley had not commented on the status of Rose, Inc. and her involvement in the company after it was sold to AA Investments (HK) Ltd., a Hong Kong-based asset management firm, for $2.5 million in December 2023.

On May 10th, the former Victoria’s Secret Angel made a brief announcement on her Instagram, writing: “The brand is now under new ownership, and moving forward I am no longer involved or affiliated with its operations, products or promotional activities,” she said.

Related: the Naomi Watts Menopause-related brand Stripes was also impacted by the Amyris bankruptcy filing. Watts bought back the brand at auction for $500,000; the Stripes website is operational and Stripes does have a presence on Amazon.

Watts discussed her Stripes business with ELLE France in July 2023.