Including elements of ease, heritage and modernity, Aerin Lauder poses in her New York City apartment wearing jeans, an ivory silk shirt and a vintage gold necklace given to her by her grandmother, Estée Lauder, as the face of her new lifestyle brand, Aerin. She set out on her own to create a line of unique accessories, home goods and, of course, cosmetics.
The Estée Lauder brand will be the exclusive beauty partner to Aerin LLC in launching a beauty line under the Aerin name to be sold at select Estée Lauder counters. This summer, the company created some momentum by rolling out a website, Twitter and Tumblr online. Aerin officially made its debut for the Fall 2012 season.
“As I launch this new business, I am excited to have the extraordinary team at Estée Lauder as my partner in creating a beauty collection that will reflect my new brand’s style and spirit,” Lauder said. “I look forward to our future together.”
William P. Lauder, executive chairman of the Estée Lauder Companies, said, “Aerin embodies the entrepreneurial spirit which led to the creation of our company. I am excited that Aerin is following her vision with her innate style and creativity to expand her brand-building skill to new luxury and prestige products. I am also delighted that as its creative consultant, she will continue to devote her talents to the ongoing success of the Estée Lauder brand and work with us as we establish the Aerin beauty business.”
Aerin’s color cosmetics focus on “effortless beauty”—ranging from the Aerin Fresh Skin Compact Makeup ($48), a buildable two-in-one foundation formula that doubles as a concealer; to the Aerin Multi-Color for Lips and Cheeks in Natural ($), a universal, multi-purpose shade that delivers subtle color.
Also for Aerin, flowers are an inspiration.
“Beautiful, luxurious and feminine, flowers make you smile, make your senses come alive and can do amazing things for skin,” she said. Each product features a special floral infusion such as magnolia flower, peony, pink rose and meadow foam extracts for extra skin care benefits—a big trend for Fall 2012.
“I believe in the importance of beauty. With my own life as inspiration, I created a collection that makes beauty effortless, stylish and easy,” said Lauder.