Confirmed: Aerin Lauder to Launch New Lifestyle Brand

052716 plaque article oct 22 1942
Courtesy of Josh Gibson

Aerin Lauder, heiress, and, more importantly, the highly visible face and senior executive of the Estée Lauder corporation, has decided to build a brand on her own. The younger Lauder has plans to launch a fashion and lifestyle brand spanning accessories and homewares, "Page Six" recently reported.

Anonymous sources told the gossip page that "Aerin wants to be the next Tory Burch, if not bigger." Besides reportedly adopting Burch's successful business model—true story or not, it wouldn't be unwise—Lauder has enlisted some heavy hitters to help guide her through the process.

According to the report, Vogue editor Anna Wintour will serve as an advisor, while former NBC head Jeff Zuckor has been brought on as a consultant, and former White House social secretary Ebs Burnough, who departed his post on Friday, will be signing on with Lauder as well.

Lauder confirmed the story to WWD today, asserting she'd be launching her own beauty label that will also be marketed by the Lauder division. In addition, she'll also be launching accessories and housewares, all in the effort to create, as she described it to WWD, "a luxury lifestyle brand" under the name "Aerin."

Lauder told WWD that the new Aerin brand was aimed at a luxury customer, specifically, who "wants things made simple."

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