By Lisa Petrillo

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MIAMI (CBSMiami) — Beauty brands that have gone through the tests of time are now aiming for the next generation while trying to stay true to their roots.

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Givenchy, one of 70 major  brands in the fashion, beauty and spirits divisions of the luxury conglomerate known as LVMH or Louis Vuitton Moet Hennessy. These are the folks  behind the high-end brands  such as Fendi,  Emilio Pucci , Christian Dior and many more.

Givenchy is in two categories at LVMH: fashion and cosmetics.

It all began with a man named Hubert de Givenchy and his best friend and muse Audrey Hepburn.

“Early in the 1950s, Hubert de Givenchy, whose the founder and designer, started the brand  and it was really about aristocratic elegance and style,” said Jessica Barlow, Vice President of Communications at Givenchy Beauty.

On a recent day at Casa Tua on South Beach, Givenchy launched their new Vinyl Rough Interdit lip line.

Aside from the stylish packaging, the one they can’t keep off the shelves is the one called BLACK.  It goes on more “berry stain”, depending as you apply,  feeling smooth and natural on the lips.

“This is something almost impossible to keep in stock. It’s selling out for us all of the time,” Barlow said.

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Over at Neiman Marcus at Merrick Park recently, another beauty power house was in Estee Lauder.

Aerin Lauder, the granddaughter of Estee Lauder, is the style and image director for Estee Lauder companies.

“She started it in 1946 and had this incredible sense of drive and passion and a dream and she really wanted to create a beauty line,” said Lauder.

Through the years other brands were created by Estee Lauder like Clinique, Aramis for Men and Origins.  As creative director, Aerin later brought in Michael Kors and Tom Ford to the brand.

“It’s always a challenge with maintaining the heritage, but also thinking outside the box and bringing the brand to the next level,” Lauder said.

Aerin recently launched her own beauty and lifestyle brand, “Aerin,” keeping her family name on top of the business that has meant so much to so many.

“I think if you have a  great product and a great brand, you can connect with your consumer,” said Lauder.

“You have a brand that not only is as luxurious and relevant in the 1950s but is just as luxurious and  relevant today,  a handful of brands can claim that,” said Barlow.

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Two Timeless Beauty Brands for sure continuing to draw from the past while creating new and innovative products for the future.

Lisa Petrillo