Aerin Lauder, granddaughter of household name Estée Lauder, and ex-style/image director to the company, will finally debut her personal lifestyle brand this summer. Aerin first announced the creation of the brand, Aerin LLC, back in April, but it won’t be until August that the company’s first beauty products begin to hit shelves. Aerin said, “My goal was to create a line that was all about modern, effortless beauty. It’s a lifestyle brand, which I think is very much how Estée started. It was always about lifestyle photography and an environment and a world.” The line will start with The Aerin Essentials collection, which will include cream-to-powder foundation, bronzer, lip conditioner and other makeup basics. This will be followed by a “color collection,” featuring lipsticks, eyeshadows, makeup bags, and brushes, set to arrive in early fall with price points between $28 and $148. Aerin plans to add different “on-trend offerings four times a year,” to her basic essentials collection. After beauty products, Aerin Lauder will expand well beyond the domain of her grandmother’s legacy, moving into jewelry, tabletop items, fabrics and other home decor. Of the forthcoming jewelry collection, all Aerin would say to Women’s Wear Daily is, “I have this incredible book of all of Estée’s pieces, and it’s such a great sense of inspiration.” John Demsey, the Group president of Estée Lauder Companies, is clearly enthused by the cosmetic heiress’s new venture, saying, “If Estée Lauder was alive today, she’d be doing what Aerin is doing.”
-Emily Kirkpatrick for The Untitled Magazine
