Move over, Estée: there's room for more than one Lauder at the makeup counter.

Aerin Lauder, Estée Lauder's granddaughter and style/image director of her family's legendary cosmetics company, is finally debuting her own lifestyle brand.

Women's Wear Daily reports that Aerin LLC, Lauder's lifestyle brand first announced back in April 2011, will see its first products hit stores in August. Lauder is beginning with a beauty line, natch, including The Aerin Essentials collection which will include cream-to-powder foundation, bronzer, lip conditioner and other basics. A "color collection" (lipsticks, eyeshadows, etc.) will arrive in early fall.

Then, after beauty, Aerin LLC is moving on to jewelry, tabletop items, fabrics and other home decor products.

The cosmetic heiress is already a style setter within the New York social scene, but can her name become as big as her grandmother's? When plans for her own namesake line were first announced last year, a source told the New York Post, "Aerin wants to be the next Tory Burch," if not bigger.

Perhaps Aerin-branded beauty will be just the thing to get her started. See more at WWD.com (including pics of the new makeup collection!) and, for kicks, explore Aerin's gorgeous, real estate envy-inducing East Hamptons home at ELLEDecor.com. Because that's always fun.

See more style mavens with their offspring below!

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(Patrick McMullan Photo)

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