The beauty brand favoured by your mum and grandma just got seriously cool.

Prestigious beauty brand Estee Lauder have set out to target the ‘selfie generation’ with their new line, The Estee Edit. With Kendall Jenner and Korean ‘it’ girl Irene Kim as the faces (and guest editors) of the brand, EL is no longer reserved for grannies wandering Debenhams on a Wednesday afternoon.

https://www.instagram.com/p/BCdY9irrPEM/?taken-by=theesteeedit

This range is all about individuality, and the line is dedicated to different beauty ‘personalities’. ‘The Edgiest’ features high pigment, high impact products (such as an awesome ‘Lip Flip’ lipstick which transforms other shades), ‘The Barest’ is all about a sheer, natural finish, and ‘Go Glow’ (we really wish they’d called this ‘The Glow’ – consistency is everything) is rather predictably about getting that ‘just stepped off the Victoria’s Secret catwalk’ radiance.

If it weren’t for the fact that Estee Lauder’s cool new sister brand has their founder’s name in the title, you probably wouldn’t even know that the two were connected. Even The Estee Edit’s colour scheme of cobalt blue and silver is a departure from the original brand’s signature, iconic look. If you think of the original Estee Lauder brand as a Double Wear wearing estate agent in her mid 40’s, and The Estee Edit as a tinted moisturiser wearing 20 something who lives like a character in Lena Dunham’s Girls , you’re probably on the right track.

Estee Lauder are famous for their anti-ageing product solutions, but it seems that they’re becoming aware that they need to target the 18-34 category too. Social media is king, and The Estee Edit understand that – to paraphrase Alicia Keys ‘if you can make it there, you can make it anywhere’. By announcing their launch on Instagram, they’ve already accumulated an impressive online following, and with their campaign stars dropping hints about the brand all over their own platforms, the excitement is REAL.

https://www.instagram.com/p/BCgwaDgLPLI/?taken-by=theesteeedit

The Estee Edit’s 82 piece product line up includes mostly colour cosmetics, with some skincare thrown in for good measure (only 10 pieces in the range are skincare items). Jenner and Kim have co-created signature products for the line, and if Kendall’s sister’s success in the beauty industry is anything to go by, it looks like the eldest Jenner’s 14 piece eyeshadow palette will be just as highly coveted as those infamous Lip Kits.

The Estee Lauder brand is doing a damn good job of getting down with the kids. With Jenner and Kim under their wing and a cool new brand to flaunt, the millennial audience should flock like moths to a flame. The Estee Edit was made for the new generation of makeup addicts.

The Estee Edit is currently available on Sephora (who ship to the UK) but we’re hearing rumours that a certain big name department store will stock the brand sometime soon…