Oct 2, 2012

Curious about...a beauty heiress' new lifestyle brand


Aerin Lauder, granddaughter of the legendary Estée Lauder, has recently launched her own lifestyle brand AERIN. First out to be launched is her own makeup line. “People were constantly saying to me, ‘Estée was your grandmother, you must have amazing beauty secrets, you’ve worked in fashion for so many years, you’ve worked with the best makeup artists — what are the products that are essential to you? Aerin Lauder told the Star. Allegedly US Vogue editor Anna Wintour herself helped Aerin creating the line. The lifestyle brand is also rumoured to later feature jewellery and interior decorations. Aerin told Womens Wear Daily (WWD) that her brand could be described as an "easy luxury level". The target market is "a luxury customer who wants things made simple". Growing up in the beauty industry, and to that have an amazing sense of style, the hopes for this new brand are pretty high...Aerin Lauder is 42 years old, married to broker Eric Zinterhofen and together they have two sons aged 11 and 13. The family lives in New York and has houses in fabulous places like the Hamptons and Aspen as well. One can assume she has learnt one thing or two from her famous grandmother Estée.“She made everything seem effortless — she would apply her makeup with her fingers or she would put on her lipstick quickly". Aerins' own beauty regime takes about seven minutes. "I love Advanced Night Repair, the Re-Nutriv Serum, the Re-Creation Serum—they’re amazing. I start my day, every day, putting one of those on, and I end my day by putting one of those on. I think it’s a really important part of your beauty routine, especially as you get a little bit older" Aerin told Into The Gloss, continuing "I would say that I’m definitely ‘uptown.’ I think that I’m uptown in the sense that I’m a bit more polished. I love understated elegance". On why launching her own brand alongside Estee Lauder, who sells the product line AERIN, she says to the Star: “It’s my point of view with great heritage. It’s the ultimate beauty story. No one else is doing this. There isn’t a Chanel granddaughter doing her interpretation.”
In case you missed this post about Aerin Lauders office, have a look how a glamorous office looks like...   


{Link with love! Image 1 from Pinterest via dillydallas.blogspot.com and the rest from aerin.com}