Aerin Lauder ‘is set to go it alone with her own brand’

Aerin Lauder is branching out alone by creating her own brand.

Fashionistas should take note that the granddaughter of Estee Lauder herself – who founded the company in 1946 – and major shareholder in the cosmetics giant told WWD her price range will be “easy” luxury, for customers who want “things made simple”.

Aerin, 40, said: “It’s about making it easy for the consumer and knowing what she is looking for.”

To keep things really easy, the former face of Estee Lauder has simply decided to call her brand Aerin, which is expected to have merchandise out by next spring. 

But Estee Lauder fans should not fear as Aerin said she will still work for the company as the brand’s global ambassador and spokesperson, as well as on advertising campaigns.

She added: “I had a dream of doing this as I was growing up. I am taking the chance to follow my dream.”

By James Leyfield