Estee Lauder Heiress Aerin Lauder has decided to start her own lifestyle brand, named Aerin. The granddaughter of the popular cosmetics brand, is launching her own brand that will include accessories, eyewear, home products and a beauty line that will hit Estee Lauder counters early 2012. Lauder will continue to remain as creative consultant and also as style and image director at Estee Lauder. Cant wait to see this new line. I am sure it will do as well as the iconic line she was born into.