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Page 31

By Cathy Whitlock

Aerin’s

Beauty at Home “If I’m going to do something traditional, there usually will be something contemporary right next to it. I liked the energy that comes from that contrast. I have a great respect for tradition, but I’m always tempted to tweak it, to give it a little edge.”

The late cosmetic mogul Estée Lauder built an empire largely based on the principle of creating beauty through storytelling. Images of a life well lived in advertisements would capture the imagination—and wallets— of consumers, making her one of America’s most successful self-made entrepreneurs. Harnessing the power between image and sales, she was also one of the first women to develop beauty collections that were tailored and focused to the individual. So it’s fitting that her granddaughter has followed suit. Possessed with the triple combo of Estée’s talent, brains, and beauty, trendsetter and tastemaker Aerin Lauder saw a niche, and soon the Aerin lifestyle brand was born. “People were always asking me what was in my makeup bag,” she notes, so the line began with beauty products (a natural after working at her family’s company for two decades) followed by scented candles, tabletop, and elegant home accessories. Shoes, jewelry, and a line of sunglasses were added, appealing to the busy woman who wants to be stylish and, as Aerin describes, “loves luxury and style, and has a sense of ease.” The premise is that living beautifully

should be effortless and women could have options that were curated and pre-edited.

Facing page: Global lifestyle designer and trendsetter Aerin Lauder

As the line grew, the 43-year-old explains, “I saw an opportunity for a modern, feminine, and effortless approach to beauty, and realized it would translate into other categories of home fashion and accessories.” Effortless style is the order of the day and her mantra is a simple one—“b e a u T y i s m y h e r i Tag e a n d h o m e i s m y Pa s s i o n .” Taking a cue from her grandmother’s beauty collection, Aerin realized she could take that model to other categories and a home furnishings line ensued, consisting of furniture (EJ Victor), lighting (Visual Comfort), home fragrances (NEST), and fabric and carpets (Lee Jofa) that seamlessly work together. “People love buying the lifestyle and overall concept.” Inspired by the designs of her own homes—a ski lodge in Aspen, an apartment in Manhattan, and a Greek Revival home in East Hampton—and her work with interior designers Jacques Grange and Daniel Romualdez, the collection has the same relaxed and elegant vibe of her personal interiors.

FEB MAR

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Profile for Array Magazine, Inc

Array Magazine, Spring 2014  

ARRAY Magazine brings the most interesting people, places and ideas in interior design into the homes and offices of both design professiona...

Array Magazine, Spring 2014  

ARRAY Magazine brings the most interesting people, places and ideas in interior design into the homes and offices of both design professiona...

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