Spanish magnificence model Rowse – recognized for its minimalist, plant-based skincare – unveiled its first standalone flagship retailer in Madrid final yr (2024). Now, marking one other milestone second, it has expanded into make-up, with a debut assortment of merchandise named Longevity Make-up.
Right here, Nuria Val and Gabriela Salord, who based Rowse in 2018, mix their distinctly botanical method with scientific improvements within the discipline of biotechnology. ‘Venturing into make-up felt like a pure development,’ Nuria Val tells Wallpaper*. ‘After years of creating skincare targeted on long-term pores and skin well being, we noticed a possibility to deliver that very same philosophy to this new class.’
Rowse make-up
(Picture credit score: Courtesy of Rowse)
ROWSE
Shimmer Eyeshadow: Moss
It took two years of analysis and improvement earlier than Val and Salord arrived on the last formulations for Rowse’s preliminary ‘make-up-meets-skincare’ providing: The Tinted Glow Serum With Exosomes, Shimmer Eyeshadow, Cream Highlighter and Lip & Cheek Balm.
The Goji-derived exosomes within the tinted serum are high-powdered botanical actives, created utilizing biotech processes equivalent to mobile fermentation. They act as microscopic messengers that, as Salord explains, ‘stimulate collagen manufacturing to regenerate the pores and skin.’ Different components included throughout Longevity Make-up embrace açai extract, mimosa wax, and jojoba esters, every working past surface-level enhancement to help lasting pores and skin vitality. ‘Integrating these superior components into breathable, clear make-up took in depth analysis,’ Salord provides. ‘However the outcomes are transformative – it’s every thing we ever imagined.’
(Picture credit score: Courtesy of Rowse)
ROWSE
Tinted Glow Serum With Exosomes: Deep
Rowse’s method to make-up favours refined ‘enhancement’ over full protection. By eschewing artificial components, all pigments are naturally derived, and in addition take direct inspiration from the quiet hues of the pure world. ‘Color ought to complement relatively than conceal,’ says Val, who strived to create a palette that seems like ‘an extension of the pores and skin’. Throughout the Shimmer Eyeshadows, Cream Highlighters and Lip & Cheek Balms, you’ll discover an array of heat wooden tones, tender petal pinks, and muted greens referencing the softness of forest moss.
Whereas the preliminary collection of shades stays deliberately concise, Longevity Make-up is designed to sit down harmoniously throughout a spectrum of pores and skin tones with light-weight and buildable textures. The product edit itself can also be saved to a minimal, specializing in multifunctionality and unfussy, instinctive utility. The result’s an easy assortment of on a regular basis necessities with, as Val emphasises, ‘a touch of playfulness’.
(Picture credit score: Courtesy of Rowse)
ROWSE
Lip & Cheek Balm: Pink Blush
Longevity Make-up is designed to work in tune with the pores and skin relatively than towards it. As Salord explains in a Reel posted on Rowse’s Instagram account final week (15 Could 2025), it’s make-up that’s ‘so protected you might truly sleep in it’. As well as, these high-performing, multifunctional formulations reduce down on the necessity for an elevated variety of product classes, consistent with a ‘purchase much less, purchase higher’ consumption follow, while biotechnology considerably cuts down on water use, land exploitation and carbon footprint, when put next with conventional botanical extraction strategies.
‘The sweetness trade has responded sort of slowly, however due to the stress from lots of of unbiased manufacturers like ours which might be doing every thing to supply cleaner, safer formulations [we are] answering the buyer’s calls for,’ Salord continues within the Reel.
(Picture credit score: Courtesy of Rowse)
ROWSE
Cream Highlighter: Pearl
It’s a press release bolstered by The Worldwide Pure and Natural Cosmetics Affiliation in a January 2025 report on the way forward for the pure magnificence market: ‘Total, the brand new yr seems set to be key to setting the foundations shaping the longer term framework for pure and natural cosmetics innovation, compliance and communication as we transfer in direction of 2030,’ it reads.
With Longevity Make-up, Rowse is solidifying its function as a key participant in shaping this trajectory.
Longevity Make-up by Rowse is accessible now.
rowse.co
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Supply: Wallpaper
