What is it? Gorgeous range of make-up that is part of a wider, lifestyle brand from Aerin Lauder who is Style and Image Director for Estée Lauder and, yes, granddaughter of the founder.


What’s the USP? An edited selection of products that today’s time-pressured, multi-tasking but image-conscious modern woman needs in order to achieve a look of effortless, modern beauty. That means that the ‘wow’ comes in the packaging rather than in the colours in the compacts, which are full of the sort of shades we all actually like to wear (rather than one that look startling in pictures…)   


Slick chic: Aerin compact

Hero product? Rose Lip Conditioner, £20,, a cross between a gloss and a balm which is hardworking and long-lasting.


How new is it? Launched last autumn, and going from strength to strength.   

I’d try… The Lip & Cheek compact, which I love though I prefer it on the cheeks and find it a bit dry on the lips, or, even better, one of her clever Mini Lipsticks. Clever because you get a full-size bullet of lipstick in scaled-down packaging, so it takes up less space in your bag and lasts and lasts. But of course I don’t wear it because it’s clever, I wear it because the colour was just perfect – a neutral, nudey-pink that looked smart enough for meetings but un-startling enough for weekends, and consequently  used it relentlessly until it ran out. I can’t remember what the colour was called but, looking at the website, I think it was Winter Rose, which is now sold out – but there’s bound to be a new, equally covetable one this autumn.