Aerin LLC

After many years steering her Grandmother’s iconic cosmetic brand, Estee Lauder, Aerin Lauder has just announced that she will launch her own luxury lifestyle brand – Aerin LLC.

It will launch in the American spring, so around September, and will include fashion accessories, homewares, beauty and a jewellery line which is said to be influenced by her famous Grandmother’s collection.

Aerin’s decision to create her own luxury empire means she will have to stand back from her full-time role as Vice President at the Estee Lauder company, however she will remain on the board (which has been on since 2004) and will work as a creative consultant serving as the Style and Image Director.

“I’m thrilled to continue playing an active role in the iconic Estée Lauder brand, including serving as global brand ambassador and spokesperson,” she explains. “At the same time, I look forward to pursuing my vision to create the AERIN brand.  As I launch this new business, I am excited to have the extraordinary team at Estée Lauder as my partner in creating a beauty collection that will reflect my new brand’s style and spirit.  I look forward to our future together.”

According to the New York Post, Aerin has already enlisted the help of Vogue editor Anna Wintour and former NBCUniversal boss Jeff Zucker to help create a brand that’s price point will be at an ‘easy luxury level’. She insists it won’t be high fashion as such, but simple things done stylishly.

There’s no doubt the brand will be successful – she is well noted for her personal style and has certainly helped the Estee Lauder brand remain at the top of its game.  While there’s no launch date set for Australia or New Zealand, there’s no doubt the brand will reach our shores later this year or sometime next.

Watch this space!

Tamsin xoxo