By Spencer Feingold
The heiress and businesswoman Aerin Lauder has long been a fixture of the New York beauty scene. Now, the granddaughter of Estée Lauder is bringing her luxury brand to the West Coast with a new pop-up shop in Los Angeles.
“I’ve always loved L.A.,” Lauder said in an interview with Cheddar. “I find it very inspiring. I think it is an incredible area for beauty.”
Lauder launched her high-end AERIN brand of home accessories, beauty products, and fragrances under the Estée Lauder umbrella in 2012.
“Beauty is my heritage, but home and accessories are my passion,” Lauder said in a statement when she founded the brand. “I decided to launch AERIN and make the whole concept of beauty part of the way we live today.”
Lauder told Cheddar she designed the retail space on Melrose Place in West Hollywood to feel like “you’re sitting in someone’s living room.”
“We try and create a mood and environment that really caters to that environment,” she said.
Along with lifestyle products, the pop-up shop sells 22 fragrances and allows customers to personalize their scents. “Beauty is more than just a fragrance bottle,” Lauder said ー a lesson she learned from her grandmother.
The Los Angeles shop ー open until April 28 ー is the fourth AERIN retail store, with two in New York and another in Palm Beach, Florida.
“Retail is more challenging than ever and it's all about thinking outside the box,” Lauder said.