Marking the first partnership of this kind for the cruelty-free cosmetics company, Hourglass has announced that model, Rosie Huntington-Whiteley, will be taking on the role of brand ambassador.
Hourglass, which is on track to be vegan by the end of the year, worked with Huntington-Whiteley last year on branded content for her website, Rose Inc. After the collab was a success for both parties, it inspired Hourglass chief executive officer and founder, Carisa Janes, to solidify a longer-term deal with the English Victoria's Secret angel.
“She loves beauty and is such an enthusiast, it comes across in the way she speaks about beauty and talks about product,” said Janes. “We were both interested in seeing what a more significant partnership would look like and we decided to give it a shot.”
In addition to appearing in Hourglass campaigns, Huntington-Whiteley collaborated on a Confession Ultra Slim High Intensity Refillable Lipstick shade, named 'You Make Me.'
“I feel at this point my life a partnership has to be a meaningful one, has to have integrity,” Huntington-Whiteley told WWD. “For me to be able to talk about the brand or promote it, it has to be authentic and in this case, it absolutely is.”