This post is one of several on business heirs apparent. Let us know in the comments whether you think Aerin Lauder Zinterhofer should take up the reigns of Estee Lauder, and be sure to check out the other heir apparent posts.

A cosmetics empire might seem the ultimate in puffery, the very materialization of vanity. But the venerable empire built by Estee Lauder and her powerhouse son, Leonard, has turned makeup into a very real financial juggernaut. And Aerin Lauder Zinterhofer, Leonard's niece, is not only the public face of the company but also the considerable creative brain of its marketing soul.

As granddaughter of the company's founder, Aerin is surely far-removed from the hardscrabble life that was The Estee Lauder Companies Inc (NYSE: EL) beginnings. She is a child of great wealth and, as such, is the inheritor not just of money and corporate responsibility but also of appearances. Aerin is not just the face of the company, but of a certain sense of style; her choices, from her cutlery to the clothing her two boys wear to (of course) her lip gloss, are signals to a certain subset of the fashion world. Aerin is not just the harbinger of styles, she is a style.

Can one go from being the face of a company to its head? If anyone is positioned to do so, it's Aerin. She didn't just grow up in the center of the fashion world, but in the center of the "old American money" world; her best friends are Lauren duPont and Renee Rockefeller, and they've been teaching her the ways of the powerful since she was a child.