For the uninitiated, luxury beauty brand AERIN was launched by Estee Lauder’s grandaughter, Aerin Lauder, who is the brand’s Founder and Creative Director for autumn 2012.

And now looking to the summer season, the brand launches its Shell Color collection – a subtle, relaxed collection with an ‘at ease on the beach’ feeling.

The Shell Color Collection includes a lovely all in one palette, the Pretty Bronze portable illuminating powder in gold highlighter or matt bronzer shades, two neutral eyeshadows, lipstick and lip glosses. There’s also a multi-purpose beach cream with conditioning, shimmering formula for skin and hair dried by the sun and surf. Colours are all natural reflecting AERIN’s effortless beauty ethic with names like beach beige, shell, sunset, driftwood and golden sand. It just makes you long for the beach and long summer days.

The AERIN range features subtle pastel packaging and luxury feel pouches with beautifully understated cases in gold and gold mesh. With the signature rose scent making an appearance across the range, the brand certainly fulfills its ‘effortless beauty’ billing with its understated feminity and luxury feel without the bling. With the Shell Color Collection think more strolls on the beach, soft breezes and relaxed Mediterranean chic, than harsh sun worshipping in full make-up.

The AERIN Shell Color Collection will be available at select John Lewis stores, Selfridges and Harrods London from early May. For more information see twitter @AERIN.