We knew Estée Lauder was going to start targetting a younger demographic when they signed Kendall Jenner as the new face of the brand a little over a year ago. What we didn’t know, was that they had an entire new product line in the works specially targeted to that age group. Say hello to The Estée Edit, Estée Lauder’s younger, cooler, digitally-savvy sister.
If you didn’t see the name, you probably wouldn’t have even guessed the two brands were related. The Estée Edit features a white, blue and silver color scheme that is a huge departure from the iconic brand’s typical look.
The Estée Edit knows their demographic and they are reaching them exactly how they should—by focusing on social media, signing the young, influential faces of Kendall Jenner and Irene Kim and offering products that millennials are look for—at price points they can afford. Just watch the video below and you’ll get a good idea of what the brand is all about.
The products include a variety of makeup and skincare products delivering what young, impatient, busy bees want—instant results. From stress-relief eye patches to complexion illuminators to bold, bright matte lipsticks, The Estée Edit is all about having fun, experimenting with color and expressing your edgy side.
I’d love to know your thoughts on the new sister brand—are you intrigued? Do you still associate Estée Lauder with an older demographic or do you think they’re really onto something here with The Estée Edit? Let me know! I’ve rounded up some standout products below, but you can see the entire lineup at Sephora.
The Estée Edit is available exclusively at Sephora.shop this story