Estée Lauder has confirmed earlier reports this week that its creative director, Aerin Lauder, is launching her own lifestyle brand, tentatively called AERIN. And while this is a completely separate company from Estée, the beauty heiress will continue to play a major role in her grandmother’s firm. “I’m thrilled to continue playing an active role in the iconic Estée Lauder brand, including serving as global brand ambassador and spokesperson,” she said in the statement. “At the same time, I look forward to pursuing my vision to create the AERIN brand.”
Along with developing a line of AERIN cosmetics, to be sold at Estée Lauder beauty counters, Lauder will take on the consulting role of style and image director, and continue to serve as the brand’s global ambassador and spokesperson. She will also remain on Estée Lauder’s board of directors.
William P. Lauder, executive chairman of Estée Lauder Companies (and Aerin’s cousin) said in a statement: “Aerin embodies the entrepreneurial spirit which led to the creation of our company. I am excited that Aerin is following her vision with her innate style and creativity to expand her brand-building skill to new luxury and prestige products.”
We’re genuinely excited to see the AERIN brand develop.