The Estee Lauder Companies is relaunching – and refocusing – its Flirt makeup line. Flirt Cosmetics will be a stand-alone brand, not affiliated with the Estee Lauder brand.

The company has recruited two digital influencers to help – Donald Robertson is the creative director of the company, and his illustrations will adorn the packaging; and Amber Rose is the face of the brand.

WWD reports that Flirt’s mission is to “bridge the gap between beauty and the massive entity that is social media.” Amber Rose has 12.1 million Instagram followers; and Donald Robertson has 179k.

Estee Lauder’s John Demsey called Flirt an “online brand for a new generation” at the launch party, explaining that Robertson came up with the idea.

Direct-to-consumer E-commerce will be Flirt’s ony sales channel. Flirt Flashes, a false lash applicator (shown above), will be the brand’s first product, on sale Septmber 15th at FlirtCosmetics.com.

Photos: Instagram/FlirtCosmetics