I’ve been grinning like a Cheshire cat ever since February 11, and the reason for that is very clear. That day was the very day the lustworthy, covetable and delectable Aerin fragrances finally found their way to the Belgian market. I lusted and hovered over her beauty and fragrance collection last time I was in London, and still regret not bringing home that Evening Rose I fell in love with. Fashion, lifestyle and beauty, all rolled into one brand, breathing femininity, elegance and class. Founded by Aerin Lauder, granddaughter of Estée Lauder herself, this luxury lifestyle brand encompasses fragrances, beauty, fashion and home deco, each and every item exuding Aerin’s personal, impeccable taste (just google the images of her Aspen home!)

Her first foray into her own brand was the launch of her 5 signature scents: Evening Rose, Ikat Jasmine, Amber Musk, Gardenia Rattan and Lilac Path. Each and every one highly personal and based on emotions, dreams and memories, these fragrances represent 5 situations that can have this immediate effect of wellbeing on anyone, or as Aerin says it herself:

“The effect of scent is really interesting; It can create a mood and change a feeling immediately. I wanted to create a modern wardrobe of fragrances – fragrances that can be very personal to the woman who’s wearing them.” – Aerin Lauder

Now, if you’ll excuse me, I have some oonline shopping to do, and some room to make in my fragrance collection…

The Aeringfragrances are exclusively available online via http://www.esteelauder.be,and as from March 16 on Estée Lauder counters at Inno

Amber Musk, Lilac Path, Evening Rose, Gardenia Rattan and Ikat Jasmine – €99,30 / 50ml