Say hello to The Estée Edit, Estée Lauder’s younger, cooler, digitally-savvy sister that was launched earlier this year.

Did you know the two brands were related? The Estée Edit features a white, blue and silver color scheme.

The brand was created to reach a new generation by focusing on social media, signing with IT girls like Kendall Jenner and Irene Kim offering to Millennials what they are looking for— affordable prices with young and energetic vibes! Just watching the video above you’ll get an idea of what the brand is all about.

From a variety of makeup, skin care products to stress-relief eye patches, complexion illuminators to bold and bright matte lipsticks, The Estée Edit is all about of having fun with an edgy side of colors translating the high quality of beauty products for a young generation.

Estée Lauder is definitely innovating and if you want to know more about The Estée Edit, check some standout products below and the entire lineup at Sephora.

The Estée Edit is available exclusively at Sephora.