US beauty giant Estée Lauder is expanding its empire with the launch of a fresh collection created by Danielle Lauder – the company founder’s great-granddaughter.
The limited-edition makeup range, dreamed up by the 26-year-old — who is the granddaughter of chairman emeritus Leonard A. Lauder and daughter of executive chairman William P. Lauder — will launch via the brand in January. The young woman announced the news through her Instagram account.
While brand executives have yet to provide further specifics about the line, they have revealed that the collection will be promoted via select influencer and retailer partnerships, with the collection dubbed “Act IV,” in reference to Danielle Lauder’s heritage and her background as a classically trained actress.
According to a report in WWD the line would include seven products. Commenting on the launch in a statement to WWD, Lauder – who is currently based in Los Angeles – said Act IV is the “perfect blend of my heritage in beauty and my passion for acting,” and added that the collection takes inspiration from her life in Hollywood to provide “multifaceted makeup products for every woman to add a touch of glamour to her day.”
This latest venture by Lauder further cements her connection to her great-grandmother’s iconic legacy, and sees her taking a greater role in the company’s booming beauty business – following her turn in a short film by Estée Lauder in April 2018, when the brand named Karlie Kloss a global ambassador.
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