Aerin Lauder goes it alone The cosmetics heriess is set to launch her own lifestyle brand, beginning with a make-up line which hits stores in August. One time Park Avenue Princess Aerin Lauder has a full-time job as a beauty executive at the family firm, a young family, homes in Manhattan, Long Island and Aspen, and an address book that makes even the most accomplished of socialites appear reclusive, but there's one thing missing: an eponymous lifestyle brand. The granddaughter of cosmetics legend Estée Lauder, Aerin sits on the board of directors and is still a consultant for the family company, but this year she will set the wheels in motion for world domination in her own right, as she launches 'Aerin LLC'. Stage one of the brand launch constitutes a beauty line launching in August, The Aerin Essentials collection, which will include make-up bag basics such as bronzer, lip conditioner and cream-to-powder foundation. Stage two, a 'color collection' made up of eye shadows and lipsticks, will then hit stores in early autumn. Once the beauty counter has been conquered, Aerin LLC will expand to launch a homeware range, comprising everything from jewellery to glasswear, fabrics to giant gold decorative shells. Who better to buy your napkins from than a cosmetics tycoon who frequently plays host to such sticklers for quality as Ivanka Trump and Lauren Bush? A creative director at Estée Lauder for seven years, Aerin has done her homework. "The concept is beauty with beauty accessories," she told American Vogue last year. The packaging is blue with gold font, because, "our focus groups show that blue isn't polarizing [...] Estée worked from her gut, she never did focus groups, but the business has changed. I love market research because you really have an idea of what your consumers are looking for. Wrinkling your nose? Sceptics beware: Aerin appeared in her own Private Collection fragrance adverts in 2007, and the Estée Lauder company estimates that they have since sold half a million units of Private Collection. With a record that successful, you'll be buying into her brand of American glamour any day, and purchasing said giant gold decorative shell before you can come to your senses.