Aerin Lauder to launch lifestyle brand

HTT Staff -- Home Textiles Today, 4/7/2011 2:26:41 PM

New York - The youngest generation of the Lauder cosmetics dynasty is stepping into territory the parent company never has - licensing her name to create a luxury lifestyle brand.
Aerin Lauder, granddaughter of The Estée Lauder Companies' eponymous founder, has formed a company called Aerin LLC to steer the venture. The Aerin brand will launch first in the beauty industry, but is expected to move into other lifestyle categories, including home.
Prior to the announcement, Lauder was senior vp, creative director for the Estée Lauder brand. She has been with the company since 1992 in a variety of positions and will retain her seat on the board. She will serve as creative consultant as well as style and image director.