My Business Rules Aerin Lauder

Aerin Lauder shares her secrets to running a multibillion-dollar beauty lifestyle empire – and as the granddaughter of beauty pioneer estée lauder, she’s learned from one of the best.

- Emily Pidgeon

Growing up in the shadow of Estée Lauder, spending summers working in the offices of sophisticated beauty companies and being shown the glamorous power behind a hint of blush or a dash of lipstick is something most young girls could only dream of.

But for Aerin Lauder, they are some of her fondest childhood memories spent with her grandmother – the trailblazing businesswoman behind Estée Lauder Companies (ELC).

Following a rich 25-year stint at the helm of ELC, the 49-year-old stepped out of her grandmother’s shadow with the launch of her eponymous luxury beauty lifestyle brand AERIN in 2012.

“Estée Lauder was such a big part of my life and career,” Aerin says. “I could see a gap in the market for a beauty lifestyle brand based on storytelling, feminist elements, heritage and quality. It was an interesting time to explore the possibilities in that concept.”

With 22 fragrances and more than 100 products, AERIN Beauty has flourished in 900 stores worldwide across 43 countries, while AERIN Home blossomed in 31 nations with more than 324 products. And at a time where bricks-and-mortar stores are dwindling, AERIN thrives.

“Retail is changing, the traditional department store is completely changing,” Aerin says. “At a time when there’s so much product, so much choice and so much clutter, a point of difference and authenticity allows you to separate yourself.

“Estée talked about the importance of being authentic and I think if you’re passionate and true, success will come.”