The Estée Lauder Tradition Continues With A New Brand

It seems only natural that Aerin Lauder would launch her own beauty and lifestyle brand. That's right, the granddaughter of one of the world's biggest beauty innovators, Estée Lauder, who also serves as the style and image director of Estée Lauder Companies Inc., is setting out on her own.

“I like to joke that I've been in the beauty industry for 42 years and actually working for 20,” said Lauder. “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."

Aerin LLC, the name of her new brand, will include everything from cosmetics to home décor. She will begin with her beauty line, the Aerin Essentials Collection, which will include cream-to-powder foundation, bronzer, lip conditioner and other basics. You can expect to see these items starting in late August and early September 2012. “We will keep adding to it, depending on the season and needs,” she said of the collection. She also plans to release a "color collection" with lipsticks, eyeshadows and other cosmetics in early fall.

Lauder will not only tackle beauty and cosmetics, but also personal accessories and interior in spring 2013. In this first year, the Aerin brand will go on sale in 100 stores in North America and 20 in the U.K. She also envisions taking her brand to Asia, and is considering a pop-up shop just outside of New York City next year.

With Aerin's years of experience in beauty and the Estée Lauder Company backing her, it's hard to imagine this brand being anything less than amazing. We can't wait to check out the array of items to come from it.

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