Estée Lauder heiress Aerin Lauder

Aerin Lauder. Courtesy of Estée Lauder

The rumors are true! Estée Lauder heiress Aerin Lauder will launch a lifestyle brand simply named, Aerin.

Lauder, the granddaughter of the iconic cosmetics founder, is stepping out with her own venture. The Aerin brand will include accessories, jewelry, eyewear, home products and a beauty line set to hit Estée Lauder counters early 2012, according to a report on Forbes Bounty Hunter blog.

While Lauder will remain involved as creative consultant and newly appointed style and image director at Estée Lauder, she is enthusiastic to pursue her unique vision. "As I launch this new business, I am excited to have the extraordinary team at Estée Lauder as my partner in creating a beauty collection that will reflect my new brand's style and spirit," she said in a statement.

And we can't wait to experience Aerin!

Head over to ShelterPop to see how Aerin Lauder and Sandra Lee's upcoming home lines stack up.