After spending years working behind the scenes of the business started by her legendary grandmother, Estée, Aerin Lauder branched out earlier this fall by launching her own lifestyle brand. Called simply Aerin, it—like its creator—is the epitome of effortless beauty. Phase one was a carefully curated cosmetics collection featuring mistake-proof shades and dual-purpose formulas.
“My goal,” says the 42-year-old mother of two, “was to help women living multifaceted lives look natural, refreshed, and on trend while keeping their beauty routine special and, above all, easy.”
Small decorative objects (think floral nesting bowls) were unveiled in November, and there will be a home line in the spring and then jewelry and other accessories. The desire to go beyond her beauty roots isn’t surprising; in fact, considering how closely Aerin is compared in style and spirit with the pioneering Estée, it seems very fitting.
