AERIN: The Making of (Another) Empire

Screen Shot 2015-02-05 at 8.43.06 AM Screen Shot 2015-02-05 at 8.43.18 AMScreen Shot 2015-02-05 at 8.43.28 AMYesterday, I posted on The Edit's issue this week and after mentioning that the piece on Aerin Lauder was a must-read, I received several notes from C&C readers, expressing your adoration for her (one an old male suitor of hers!) and the success she has rightfully earned with her own brand and vision. In this piece, she discusses her initial desire to start her own lifestyle and beauty brand, despite her role as Creative Director at her grandmother's beauty company, Estée Lauder (now a $11B company). She emphasizes the importance of breathing her own authenticity into the company's identity, while acknowledging the complexity of her life as mother, wife, philanthropist and business woman. AERIN has expanded in short time into a lifestyle company, with product offerings from a beautiful shade of rose balm lipstick, to high end home decor and objets. If you spend time on her website, you'll understand quickly that not only is Aerin Lauder's palate inherently elegant and simple, she is able to beautifully craft a narrative for each product such as this release of her new scent Rose De Grasse.