When shopping a brand new beauty brand, we can’t help but wonder about its credentials. We may be a bit skeptical about the formulas, color palettes, or even the manufacturing. Well we’ve got news of a fresh-faced venture that is sure to be foolproof. Aerin Lauder (yes, granddaughter of legendary Estee Lauder) will be launching eponymous luxury lifestyle brand Aerin, premiering with a cosmetics category this August/September.  

Lauder worked side by side with her grandmother and remains the style and image director for the esteemed cosmetic brand. Now, following her lifetime of experience in the industry, she takes a leap with a new generation of products with modern, effortless beauty in mind. Estee Lauder Cos. Inc. licenses the cosmetic line for production, so we can be sure the new products will be manufactured with the same heirloom quality that resonates through the brand’s history. The starting lineup will include Fresh Skin Compact Makeup, a cream-to-powder foundation in six shades; Pretty Bronze Illuminating Powder in two shades; Multi Color for Lips and Cheeks; Rose Lip Conditioner; Rose Hand and Body Cream; an Essential Makeup Bag; and a Brush Essentials set with five specific tools. The products range from $28 to $48 and the brush set is priced at $148. Lauder is also excited to introduce a fresh twist on seasonal color palettes. Four times a year Aerin will offer limited edition collections that will vary based on beauty needs for each season. The fall set will feature two color collections, Weekday and Weekend, each consisting of a pair of eye shadows, a blush, and a highlighter plus a separately sold lip color. Holiday will debut party-perfect lipsticks and summer will focus on bronzers and skin creams. Initially, Aerin will be available online and placed in specialty stores (Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Holt Renfrew, Nordstrom, and select locations in the U.K.) alongside Estee Lauder’s skincare brand ReNutriv.

But Aerin LLC will not be limited to just beauty. Tabletop and home accessories, licensed by Lenox and Nest (responsible for those luxurious candles we all love) are slated to debut for holiday 2012. Followed by jewelry for spring 2013 and a life and style book for fall 2013, Aerin will be on its way to becoming a household name. As the brand grows, Lauder plans to focus on and expand the home goods category to include luxury linens like sheets and towels. When it comes to designing the brand’s jewelry, Lauder is ready to tap into her unique sources of inspiration, looking to her grandmother as a muse. “I have this incredible book of all of Estée’s pieces, and it’s such a great sense of inspiration. What I think is so interesting about beauty and jewelry is that you buy it for yourself, and what’s fun about jewelry today is that it doesn’t have to be superexpensive,” said Lauder to WWD.

John Demsey, a group president of Estee Lauder had this to say of Lauder’s launch; “This step in beauty is a natural progression of Aerin as a stand-alone image and style leader. She has a strong point of view, amazing style and, like her grandmother, a strong intuition about what women really want. If Estée Lauder was alive today, she’d be doing what Aerin is doing.” Now are we right or are we right? With a founder and creative director like Aerin Lauder, a protégé of the most influential cosmetics brands in the biz, Aerin is sure to be a highly recommended hit.