Aerin Lauder's New Company, "AERIN," Will Include Accessories, Beauty, And Home

April 7, 2011 by Eileen Conlan
shefinds | Celebrity

A few more details about Aerin Lauder’s fashion company (other than the fact that she aims “to be like Tory Burch”) have emerged, via Business Wire. In a press statement last night,  Estee Lauder revealed the tenatative name for the line is AERIN (totally called it). The company, which will focus on luxury accessories, jewelry, beauty and home, will launch in 2012.

Aerin Lauder said, “AERIN is saturated with the qualities that have surrounded me my entire life, many of which came from my grandmother, Estée: passion, style, hard work, family, and, of course, all things beautiful. AERIN is a luxury lifestyle brand that builds upon this heritage, for my generation and for those that follow.”

Her brand will include launching her own makeup line under the AERIN name…

to be sold at Estee Lauder counters, likely targeting a new generation of cosmetics buyers with eclectic tastes.

While we didn’t see that one coming, we should have guessed it–after all, makeup runs in her blood.

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