After over two decades of working at Estée Lauder, the eponymous beauty empire founded by her grandmother, Aerin Lauder set out to launch her own lifestyle brand in 2012. While carrying on with her role as style and image director for the mother brand, she also manages her own fragrance, cosmetics, home and accessories line named AERIN. There are many things we can learn from the 47-year-old superwoman, from running a multi-billion business to living life at its best.
Learn to look back at your roots.
No profile about Aerin will ever miss out mentioning the legend that is her grandmother. And while Aerin has long proven that she is a woman of her own, she is proud to carry on with Estée Lauder's legacy, and remember the key values that have brought the brand to become the world's leading beauty empire. "I love taking our heritage and making it modern," she tells Glamour in an interview. From organizing decades of inventory to keeping the drive and passion alive, it's essential to have things remind you of a purpose and why you're doing what you do. As for Aerin, she will always have the memories of her grandmother at work guide her through work.
More than connecting to your consumers, engaging them is crucial.
Creating small but meaningful connections have never been so important especially in the age of social media. In an interview with Forbes, Aerin recalls one of her grandmother's famous mottos: "Telephone, Telegraph, Tell-A-Woman," she says. In the digital age, this means constantly bringing in her consumers to the core of her brand, whether through meaningful Instagram posts about her travel experiences, vignettes of her beautiful home, or lessons she's learned.
Personal touches make for a global impact.
Everything under the AERIN brand carries her personal experience—whether it's the Tangier Vanille fragrance inspired by her trip to Morocco or the Lilac Path scent inspired by the lilac bush Estée planted in her home in Long Island, which still blooms each spring to this day. "The scent always reminds me of her and of spring," shares Aerin. "There is a part of me, an expression of me, in each of these fragrances." This is what makes her lifestyle brand stand out: every fragrance—from Gardenia Rattan, Amber Musk, and Lilac Path to Ikat Jasmine and Evening Rose—carries a story and feeling different women can embrace.
You owe it to yourself to take care of yourself.
Her grandmother once said, "You only have one face, take care of it," according to Aerin. "I think the better you feel about yourself, the more confident you will be. Fragrance can certainly play a role. What's so amazing about fragrances is immediate gratification. If you feel a little tired and you put some perfume on you feel pretty; you walk into a room and someone notices, it makes you feel confident," she adds. Beyond the physical, Aerin believes such effort extends to life itself—and taking care of the aspects of it that you value the most—from the home that gives you comfort to the family that brings you joy.
Manners and refinement are essential to get you through life with ease.
Aerin's home and style are a representation of refinement and elegance. "Feminine, classic, effortless," she beams, describing her personal style. But what you see can only emanate from something deeper and perhaps from constantly focusing on living the good life. For Aerin, manners and refinement are equally important as exquisite taste, which makes for a pleasant environment allowing people around her to always feel good. "My grandmother always said, 'if you are beautiful inside, you are beautiful on the outside.' She believed that every woman could be beautiful if she just spent the time."
When you finally make it, always find a way to give back.
The Lauder family is considered one of the world's biggest philanthropists. With each family member's success comes the natural inclination to help others in their different journeys, whether through education or charitable collaborations. As for Aerin, she has been committed to a foundation called First Book, which has helped raise over 135 million reading materials for impoverished children, among other charitable endeavors of the company.
AERIN Beauty will be available starting August 11 at Estée Lauder Rustan's Makati and Rustan's Shangrila. Visit their Facebook page for more info.