The partnership between the two cosmetic companies will create one of the largest B2B beauty groups worldwide, with estimated revenues of 700 million euros in 2017.
The conglomerate is to purchase up to 20 billion Swiss francs of its shares through June 2020.
Industry sources estimate the brand will pull in an additional $10 million in annual sales.
Crastin is a high-performance and chemical resistant polymer.
Resonates with consumers in lipstick because it is a category where they like to try before they buy.
The initiative aims to eradicate stereotypical portrayals of gender in advertising and other brand-led content.
Users can test and buy lashes via the app.
Fabrizio Freda, ceo of the Estée Lauder Cos. Inc., advised beauty executives how to lead through change at the WWD Beauty Summit.