Back in May this year, Estee Lauder launched The Estee Edit, with a little help from Kendall Jenner and Irene Kim. Like Estee Lauder’s little sister, this brand within a brand is full of fabulously innovative and fun products, and is now available online.
Last night in London, Irene Kim helped lanch The Estee Edit’s first stand-alone store, in Carnaby Street. Such is the brand’s popularity that their own store was given, and if you are in London, and a beauty fan, well worth a visit.
We are thrilled to be moving into our own retail space. Having this fantastic location will really allow us to showcase and amplify Estée Lauder and Estée Edit to the maximum. Through our Beauty Advisors and Estée Edit Editors we will give consumers the ultimate experience with innovative in-store technology and brand moments. This will be a true beauty destination in our capital, for all who love the very latest in high performance make up and skin care – Stephanie Sherman, Vice President General Manager, United Kingdom & Ireland, Estée Lauder.
It’s a fantastic store space, with multiple digital and social activation points integrated across the store, including a selfie mirror where you can snap you post-makeover selfies and share or print on site.
The brand itself is fab. The sharp blue and white packaging is modern and fresh, and there are some great key products. Take Lip Flip (£15) for example – a shade transformer that comes in two version Turn it Up (yellow) or Turn it Down (black) – the former amps up your own lipstick shade, the latter tones it down.It also transforms non-mattes to semi-mattes.
Their Rescue Balm for Face + Body (£34) is a gorgeous hydrating product with multi-uses. Packed with ooils from 12 fruit and nuts – Coconut, Avocado, Olive, Mango, Macadamia Nut, Lady Thistle, Jojoba, Almond, Grapeseed, Soybean, Sunflower and Meadowfoam seed – use on body to moisturise cuticles, elbows and any other rough patches, or on the face as an ultra-nourishing mega-hydrating mask.
The Flash Photo Powder (£24) is the pefect powder for selfie fans! Light-reflecting blue pigments help create a luminous complexion in any light. It’s oil-absorbing and perfect for touch-ups on the go.
There is a whole host of other products, for eyes lips and face, and I have been using The Blackest Liner (£17), a tapered felt tip liner that wasn’t hard to apply and lasted! I’ve also used the More Than Brows Define + Line + Shade (£17) a sort of brown/liner hybrid, that can be used on the brows, and also as a liner on the lids, and as a shadow to shade and smoke. I love anything multi-use, so this is a winner. It comes in five shades, from Blonde to Black.
The Estee Edit is available at Selfridges, in that Carnaby Street store, and online at esteelauder.co.uk/the-estee-edit