Reading Aerin’s family name Lauder, I would assume any beauty junky would have guessed who she is. Aerin Lauder is the heiress to the beauty empire Estee Lauder. As the grand daughter of Estee, she is the third largest shareholder in the company and currently the senior vice president and creative director at the company. She is said to be the next in the running of the Estee Lauder empire throne. However, recent development has shown otherwise.

Lauder is announcing her new entrepreneurial venture in lifestyle brand which is set to launch next year. This mean she will not take an active role anymore at Estee Lauder, but as one of the biggest stakeholder she will remain to support the company with a less-demanding consulting role.

It has been cited that Lauder aspires to be the “next Tory Burch” who has succeeded in making everyone’s life incomplete without a pair of Reva flats. Lauder’s lifestyle brand will include jewelry, home goods, fashion and more. With more, we hope that she will come with a more hip approach to makeup, if possible.

The question is … will she nail this? With a dream team that will back her, we thought the chance is big for this venture of hers to succeed. Vogue editor in chief Anna Wintour and former NBC head Jeff Zucker will be in her team as a consultant.

We surely can’t wait for her to unveil the collection of her lifestyle brand. Especially with her plan on creating replicas on some of her grandmother’s most prized jewels for the collection!