OMG, you guys! You want March 15 to get here, like, ASAP. That's when The Estée Edit, Estee Lauder's new, millennial-focused, Kendall Jenner-repped line, officially hits stores. The brand officially launches at Sephora stores and the Sephora site on that date and it cannot get here soon enough. The brand held a press preview event on March 3 and I was able to play with and get my hands on the products. I can attest that they are indeed "must own," fun, playful, and insanely wearable, no matter your age.
The Estée Edit brand is certainly aimed at young beauty junkies, with two skews. There are "The Edgiest" products, which are richly pigmented and bold. I expect those to be beloved by daring, experimental, serious, and even casual makeup fans. The "Barest" products offer more sheer washes of color for the more laid back makeupista or for those days when the wild want to keep things easy and light.
The packaging is chic and looks expensive, but it gets a boost from the splotches of blue paint and graffiti aesthetic. It's just another element of awesome that defines this cool and hip brand.
The offerings are largely makeup products, from foundation to mascara to eye shadow to lipstick, along with a few skincare items.
As you can see, it's expansive and pretty on the inside as well as the outside.
The nudish lipsticks are everything, but there are also two transformer lipsticks, which add depth or tone down bright or matte lipsticks.
The Skin Glowing Balm, $36, The Estée Edit
The Skin Glowing Balm is infused with pink peony so you get a flawless canvas.
Flash Photo Gloss, $20, The Estée Edit
This blue-tinted gloss is supposed to make your teeth look whiter in selfies. I didn't flash a toothy grin when I tried it. But it does impart megawattage shine and that was good enough for me.
The Edit Eyeshadow Palette, $48, The Estée Edit
This is the Kendall Jenner palette, which has blacklight-activated shadows, which are perfect for when you are up in da club.
Dissolve the Drama 2-in-1 Makeup Remover, $28, The Estée Edit
This MU remover is divine. It removed all traces of makeup swatches I tested on the back of my hand. But even better, if you add water, it turns into a milky cleanser! Ooh!
I was just messing around at the event! The graffiti aesthetic was all over and way cool.
Look, it's Kendall! On pillows!
In all honesty, The Estée Edit is a sure bet, in terms of being a massive hit and bringing the venerable department store brand to young makeup lovers. I am already totally into it.
Images: Amy Sciarretto (9)