Aerin Lauder, who has been the most high profile face for the Estée Lauder label since the past several years, today announced that she is in the process of creating her own fashion and lifestyle brand, which shall include fragrance, colour cosmetics, accessories, houseware and jewellery (some of the jewels are said to be based on pieces from her grandmother’s private collection) and will be sold under the name ‘Aerin’.
Besides being the granddaughter of the company’s original founder, Aerin is also the Senior Vice President and Creative Director of Estée Lauder and has been credited for several of the brand’s most successful launches – especially the Private Collection perfume series. She is reportedly aided by none other than Anna Wintour and is rumoured to have recruited White House Deputy Social Secretary Ebs Burnough.
The lady, who has already redefined the contemporary beauty business in so many ways, has set up an office in Manhattan’s Fuller Building – which also houses Tom Ford (terrific choice!) – at a stone’s throw from the Estée Lauder offices. This is pretty practical as Aerin shall continue to have a consulting role in her family business. Besides this, the beauty segment of the Aerin brand will also be sold at Estée Lauder counters, creating a synergy between the new and the time-honoured. According to an Estée Lauder spokesperson, “Aerin Lauder is a vital part of the Estée Lauder Companies and the Estée Lauder brand. She will continue to have a senior creative role with the brand and will continue as a member of the board of directors of the company.”
Aerin explains her move by saying that, “I had a dream of doing this as I was growing up. I am taking the chance to follow my dream.”
I, for one, am all for following dreams – especially those that give us a brand new set of beauty goodies to look forward to 🙂