A while back I posted about Aerin Lauder’s own brand, Aerin LLC. The range is scheduled to launch later this month, so it’s time to have a look at it. On the one hand, it’s very elegant and extremely wearable; on the other hand, it’s very obviously Lauder and hasn’t really made a strong point of difference from Estee Lauder (and in particular it reminds of the Michael Kors for EL from a couple of years ago). I think we’re going to struggle to understand the appeal of Aerin in the UK – in the US, she is an icon, but getting the UK into the same state of Aerin adoration is going to be a tough call. 

The palette at the top is Weekend, while a more pink toned version is named Weekday, above: they’re nothing if not chic. I’d wear the Weekend palette in a heartbeat – it’s beautiful.

As you can see, there’s a focus on natural, sophisticated looks; nothing here to scare the horses, but actually I like that – if I was starting from scratch and looking for high quality, natural looking, effortless make-up, I’d probably start right here.

The range is definitely worth looking out for; from the look of the US prices, it’s in the luxury range ($70 per palette), but it looks luxury so I don’t have any issue with that. If I would wish one thing for the Aerin range, it would be that it would not be quite so ‘Lauder’ – a new range, even within the EL line-up, should have a very clear point of difference.

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