Kendall Jenner launches the Estée Edit at Selfridges

By

Cajsa Lykke Carlson

Published
May 27, 2016

Kendall Jenner, the model and TV reality star, is the face of makeup brand Estée Lauder's new Estée Edit collection.

The tagline for the collection, which targets the millennials who are Jenner's main fans, is "Beauty is an Attitude". On May 26, Jenner launched the new collection at British department store retailer Selfridges, which has the exclusive right to sell the collection until July, when it rolls out to the rest of the UK.

Jenner has also had a hand in creating the makeup, reports Women's Wear Daily, giving her input on a 14-shade eye palette.

Ads

“The beauty landscape is changing so much,” Stephanie Sherman, vice president and general manager for Estée Lauder UK, told WWD. “So we worked with millennials and digital influencers like Kendall to develop and create the brand and understand their approach to beauty.”

The beauty collection is divided into "attitudes" and contains plenty of products perfect for the social media generation, including the Flash Photo Gloss and Flash Photo Powder. Jenner's online clout - she has 17.4m Twitter followers - could help bring a new customer base to Estée Lauder.