The Estée Edit, stocked at Sephora. No press samples featured. Not sponsored. All links used in this post are affiliate links, meaning I make commission if you purchase the item using my link.
I’m awaiting confirmation from the press office, but word on the web is that Estée Lauder has pulled their youth-focused range.
The Estée Edit was a 2016 attempt at attracting the millennial consumer. Lauder hired a Jenner child and a Korean social media star to promote the range, they got a hashtag, they wore baseball caps backwards. It didn’t fly. It came off like your uncle’s best attempt at being hip ‘n’ girly.
That being said, I’m not happy to see the range go. Inauthentic story aside, the products look damn good. What stings more is that, by all accounts, they were. If you never got a chance to try them, there’s still time – plus Sephora has cut the prices of the range, obvs in an attempt to clear stock.
Kits are where you’ll find the best value – The Guest Editor Skin Care set, worth $75, is down to $29 – but there are pretty hefty reductions across the board.
If I hadn’t spent €50 on sham-frigging-poo this week (Lookfantasic has 30% off Redken, don’t judge!) I would be all over the Pink Peony Overnight Water Pack. Never let it be said that I let Kendall Jenner’s cringy dancing stand between me and good skin, OK?
Update! Lauder has confirmed that The Estée Edit is no more;
“Estée Lauder created The Estée Edit collection for Sephora to recruit Millennial consumers. Simultaneous efforts by the core Estée Lauder brand have recruited Millennials via digital and makeup at an unprecedented rate. Therefore, after a year of valuable insights and learnings, we have decided that a separate brand in North America dedicated to recruiting Millennials is no longer necessary.”
As face-saving as they could have gotten, really.