How would you describe the Aerin girl?
"I think it’s someone who likes a natural makeup look. Someone who likes fashion and style, who likes luxury, who’s feminine, who likes pretty objects and things. I think the brand is really feminine and, at the same time, it’s modern. It’s not so much an age group as it as a state of mind."

What do you think your brand brings to the market that's not currently out there?
"The idea of heritage and the ultimate beauty story. And, at the same time, it’s modern and feminine. Things are always modern or feminine; nothing’s ever really modern and feminine. If you can do pink in a modern way, that’s kind of unique. When you think of modern you usually think of cold, sterile, silver, and severe — almost masculine. So, this is modern, but it’s feminine-modern."

Photographed by Mindy Best