Putting on a spritz of our favorite fragrance before heading out the door has become so ingrained in our morning routines that most of us don’t think twice about it. Not Aerin Lauder. On the day of our interview, the beauty and lifestyle expert has been spritzing continuously since the early morning. And not like it’s her job, but because it is her job.
That job is brand founder of Aerin, the lifestyle luxury brand that specializes in curated collections of beauty, fashion, and home decor. This summer the company celebrates 10 years with the launch of its newest fragrance, Rose de Grasse Joyful Bloom, a fresh rose scent with notes of Italian bergamot, blackcurrant, geranium, pink pepper, and more.
“My desk is covered in fragrance,” Lauder says. “I’ve already put Joyful Bloom on 12 times since this morning, but I do it all day long. I love it. To me, it lifts my spirits. It wakes me up.”
Listening to Lauder talk about her newest fragrance is incredibly soothing, and it’s no wonder: Her grandmother was the late Estée Lauder, the founder of the cosmetics and skin-care industry giant that to this day is worth nearly $100 billion. Aerin spent 25 years working at the mothership before branching out on her own. Now, 10 years later, she’s built a devoted following and four brick and mortar stores. So she knows what she’s talking about—and how to sell it.
“I have about six or eight fragrances that I go to all the time,” Lauder says. “Estée had this amazing concept of ‘wardrobe fragrances,’ and that was something that I have applied to the beauty part of the business. She had this quote that you wouldn’t wear the same dress to play tennis in as you would to have dinner, so why wear the same fragrance? The idea of wearing fragrance for a certain mood, time of the day, or even time of the year really allows you to dream. That’s the power of fragrance.”
For Glamour’s latest edition of Doing the Work, Lauder opens up about the good kind of fear, the rule she’s adamant about at work, and the getaways that inspire her creativity.
Glamour: How do you remember feeling when you first launched Aerin in 2012?
Aerin Lauder: I was really nervous, but that’s what was great about it. It was these mixed emotions that gave me the confidence to do this. I’ve always had this dream of starting my own company. I was at Estée Lauder for 25 years, which was quite a long time. I held many different positions, and I felt there was an opportunity for a beauty lifestyle brand. When I got the green light, we launched with five fragrances, and then a few months later, we launched with some home candles and home objects. There’s nothing I love more than when a customer would say she loved her fragrance. Seeing people embracing it was very rewarding.