First Look Into Aerin Lauder’s Solo Beauty Project

We’ve told you here that Aerin Lauder, the third largest shareholder in the Estée Lauder empire, is planning to build her own namesake empire. Lauder has always been engrossed in beauty since forever and she’s been a big part of the Estée Lauder company, working alongside her legendary grandmother until early last year where she decided to take a more passive role in the company in order to build a global luxury lifestyle brand that she dreams to have one day.

Though the news surrounding the development has been quiet until now, but apparently Lauder has been working really hard in making her big dream into reality. By late August and early September this year, we can see the fruit of her hard work by way of the launching of the beauty line of the brand. “My goal was to create a line that was all about modern, effortless beauty,” said Lauder.

As someone who has 20 years of experience working in the beauty industry, it’s understandable that Lauder – now the founder and creative director of Aerin LLC – will roll beauty, among any other line in her brand, first. It’s only natural, right? The Aerin Essentials collection – that’s how the beauty line will be called – is going to be a permanent line within the brand and it’s going to be a carefully selected products that Lauder see as women’s staple. “We will keep adding to it, depending on the season and needs,” said Lauder. You can expect an additional of four lipsticks and lipglosses from each season.

Initial collection will include:

  • Fresh Skin Compact Makeup – cream-to-powder foundation – available in six shades ($48)
  • Pretty Bronze Illuminating Powder, available in two shades ($45)
  • Multi Color for Lips and Cheeks in Natural ($42)
  • Rose Lip Conditioner in Nude ($28)
  • Rose Hand and Body Cream ($40)
  • Rose and white Essential Makeup Bag ($48)
  • Brush Essentials set includes foundation, concealer, bronzer, highlighter and lip brushes ($148)

What’s next in line? The holiday seasons will be the launch for tabletop and gift offerings, whereas 2013 is set for the launching of personal accessories, fabrics and home items. Next year will also be the launching year for a book on living and style from Random House imprint Clarkson Potter, due in Fall 2013. As for the licensing, naturally the beauty items will be produced by Estée Lauder Cos., Lenox for the tabletop license, and Nest to create a giftable candle line for holiday. It’s good to see that this Lauder will expand the empire of building people’s hope not only in beauty but also an extensive home line.

What’s also interesting is also the jewellery line, taking inspiration from her grandmother’s, Estée, collection. Lauder commented “What I think is so interesting about beauty and jewelry is that you buy it for yourself, and what’s fun about jewelry today is that it doesn’t have to be superexpensive.” And we surely hope that the jewellery line is going to be something that we can afford :)