Rosie Huntington-Whiteley joins investment firm that supports Beauty Businesses

Rosie Huntington-Whiteley has joined The Equity Studio, a new firm that provides funding and strategic advice to beauty, wellness, and lifestyle companies. 

The model and Rose Inc founder has collaborated with investor Anna Sweeting on the platform, which aims to invest in "category-defining", consumer-centric brands and scale them to the next level.

The firm will invest in growth-stage consumer companies in the early to mid stages of development in the United Kingdom, the United States, and Europe.

These entrepreneur-led brands must have a proven track record of revenue generation, a clear path to profitability, and significant growth potential. 

"Anna is in a league of her own when it comes to identifying iconic brands early and supporting them - both from a capital perspective and as a high-impact strategic partner," Huntington-Whiteley said in a statement.

"Our vision for the modern consumer landscape, as well as our commitment to creating timeless value and long-term impact, could not be more aligned. 

"I feel the moment is now to open up our capital resources and communities to accelerate incredible entrepreneurs."

Rosie Huntington-Whiteley (left) and Anna Sweeting (right)

Sweeting has helped successfully build and scale brands in the beauty, wellness, and lifestyle industries for the past 14 years.

She co-founded consumer investment firm Vaultier7 and has backed companies like Gisou, a honey-inspired beauty brand, and 111Skin, a skincare line founded by a doctor. 

"As consumer behaviors diverge and platforms and channels continue to shift, I strongly believe that consumer founders need investors that believe in the operating principles of the founders and their teams," Sweeting said in a press release.

"Who are consumers of the brands they fund, and that comes with a specialized and supportive ecosystem to keep up with the constant change." 

Sweeting described Huntington-Whiteley as having an "astute ability to select and partner talent and brands ahead of the curve," making her an ideal collaborator for this project.

"Having directly experienced how her powerful combination of influence and strategic creativity has sparked multiple viral moments for growing business, laying the foundation for sustainable businesses with stand-out economics over the long term, I knew we had to build something together," Sweeting said in a press release. 

The Equity Studio has also established an advisory board of international business leaders, strategists, and entrepreneurs who will share their knowledge with these brands.

Members include Meribeth Parker, Chair of the British Beauty Council, and Barbara Turner, CEO and Founder of Marcho Partners, a technology investment firm.

Jordan Mitchell, co-founder of marketing firm Good Culture Inc., and Lisa Bridgett, CEO of gaming platform Drest. 

Sweeting and Huntington-Whiteley plan to reveal their first investment soon.