As Estee Lauder's granddaughter, Aerin Lauder is beauty industry royalty.
You probably recognize her from the ads for Estée Lauder's Private Collection fragrance, and her Aspen home was famously featured in the pages of "Vogue." Now, this mom of two is adding beauty entrepreneur to her resume.
After working for the Estée Lauder Companies for 20 years -- holding positions in various departments from product development to advertising -- she recently decided to strike out on her own. Lauder's new venture? Her own beauty brand, eponymously named Aerin.
When Lauder first announced that she was launching her own line, skeptics wondered why. With more than 25 brands like Aveda, MAC, and Smashbox in the Estée Lauder portfolio, what more could she bring to the table?
"I am fortunate to have learned so much from a lifetime in beauty," says Lauder. "The time has come for me to take those lessons and re-interpret them, pursue my own vision from my own perspective."
We had a chance to talk to Aerin about the inspirations behind her line, the one product everyone is raving about, and the vacation home in the mountains where she and her family escape for some much-needed downtime. Read on �
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The Inspiration
One look at Aerin's Pinterest boards and you'll have some insight into the inspiration behind the brand. "I am inspired by my everyday life," says Lauder. "Flowers, travel, art, fashion, the beach, fabrics, and even my children�s toys. Anything that I find interesting helps to inspire me."
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The Collection
Pretty, wearable colors in chic gold packaging are the brand's hallmark. "My beauty mission is to help women who have multi-faceted lives look natural, refreshed, and on trend, while keeping their beauty routine easy," says Lauder. "Additionally, I want to make the time that this busy woman spends making herself more beautiful � a special time for her."
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The Must-Buy Product
From makeup brushes to hand cream, the Aerin collection is anything but small. But there's already a fan favorite: The Aerin Beauty Rose Lip Conditioner. "It has become very popular," says Lauder, who always keeps one in her bag. "It's moisturizing and contains a hint of color."
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Aerin at Work
Lauder could have easily carved out some office space for the Aerin team in the building with the rest of the Estée Lauder staff. Instead, she decided to start fresh in a space that could grow as the brand grows. It's decorated with bright, luxurious fabrics and feels more like a living room than a workspace. Interior design has always been a passion of Lauder's, and rumor has it that the Aerin line will soon include a home collection.
As Estee Lauder's granddaughter, Aerin Lauder is beauty industry royalty.
You probably recognize her from the ads for Estée Lauder's Private Collection fragrance, and her Aspen home was famously featured in the pages of "Vogue." Now, this mom of two is adding beauty entrepreneur to her resume.
After working for the Estée Lauder Companies for 20 years -- holding positions in various departments from product development to advertising -- she recently decided to strike out on her own. Lauder's new venture? Her own beauty brand, eponymously named Aerin.
When Lauder first announced that she was launching her own line, skeptics wondered why. With more than 25 brands like Aveda, MAC, and Smashbox in the Estée Lauder portfolio, what more could she bring to the table?
"I am fortunate to have learned so much from a lifetime in beauty," says Lauder. "The time has come for me to take those lessons and re-interpret them, pursue my own vision from my own perspective."
We had a chance to talk to Aerin about the inspirations behind her line, the one product everyone is raving about, and the vacation home in the mountains where she and her family escape for some much-needed downtime. Read on �
