But they have proven themselves to be the brand that just keeps on giving as they took to Instagram to unveil a brand spanking new thirty-strong lipstick collection (yep, you read that right, thirty) and a celeb-packed campaign video to boot.
Just when we thought our lipstick arsenal couldn't get any more impressive, along came the Pure Colour Love line. A counter-full of stunning shades from barely-there nudes to sugary pinks and brooding berry tones, all boasting a myriad of different finishes whether it is chrome, matte, pearly or creme that does it for you.
Now, Estée Lauder is world famous for their ultra-chic take on beauty , we're talking airbrushed skin and classic red lips, but the latest collection has drawn on the beauty sphere's new love of all things cosmos.
For the first time, you can expect swatches in midnight blue and vampy purple to describe but a few, laden with lashings of opalescent shimmer that lends lips a mesmerising, 3D effect - and yes, they are as Instagrammable as they sound!
Championed by models at Paul Smith, Prabal Gurung and Holly Fulton, Estée are encouraging us all to unleash our artsy side by rocking a cool two-tone lip for spring. It's not just about mixing and matching colours - why not go the whole hog and layer the different textures too?
As well as an impressive shade spectrum, some oh-so-whimsical, each lipstick boasts an angled tip for the ultimate in precision, so you can skip the lip liner altogether. Anything that shaves a few minutes off of our morning routine gets our vote.
Of course, it wouldn't be a Lauder beauty launch without getting ambassador and model Kendall Jenner involved as she turns unexpected singer in the campaign video after nabbing star Elle King's lippie, and, subsequently, her amazing singing voice!
But back to the lipstick.
Thankfully, you won't have to wait long to get your hands on each and every shade, as the jam-packed drop lands on UK shores in April.
Sharpen those elbows.