Estée Lauder’s spin-off brand launched in 2016, Estée Edit, is being discontinued, according to a report in WWD.com. The youth-oriented line, fronted notably by Kendall Jenner and Irene Kim, are currently being slashed by as much as 30%, offering fans a last opportunity to score some of their favorite products at both Sephora and the brand’s e-commerce site.
In a prepared statement, Estée Lauder concluded, “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. We are committed to our partnership with Sephora and we are working closely to strengthen our business in Sephora and develop exciting new programs.”