Estee Lauder Companies Announces Strategic Minority Investment in Mexican Luxury Fragrance Brand XINU
Estée Lauder Companies today announced a minority equity investment in XINÚ, a Mexican luxury fragrance brand inspired by the richness and exoticism of the Americas. This investment marks Estée Lauder Companies’ first foray into a Latin American brand, underscoring the company’s commitment to fostering local entrepreneurship and innovation.
Since its founding in 2017, XINÚ has uniquely blended fragrance, design, and narrative to create a distinctive brand world. The brand is renowned for its multi-sensory retail spaces, sustainable design philosophy, and products that offer a fresh interpretation of cultural heritage and modern luxury.
Stéphane de La Faverie, President and CEO of Estée Lauder Companies, stated, “Exceptional fragrance expertise and heritage are at the heart of Estée Lauder Companies, driving our continued exploration of new voices in the beauty industry. Mexico has become a vibrant hub for fragrance innovation, where craftsmanship and cultural significance intertwine in extraordinary ways. XINÚ embodies this spirit, redefining contemporary luxury with sincerity, artistry, and a unique narrative. We are proud to be among the few investors supporting XINÚ’s continued growth and sharing the rich creativity and spirit of Mexico and Latin America with the world. This investment underscores our deep belief in the region’s talented people and demonstrates our commitment to nurturing emerging brands and shaping the future of fragrance and beauty.”
Verónica Peña, co-founder of XINÚ, said: “This investment is a significant milestone for XINÚ and marks the beginning of a new chapter for the brand. At this pivotal moment, our unique vision for the fragrance brand meets global opportunities for the first time. Partnering with Estée Lauder Companies allows us to boldly advance our brand mission and push the boundaries of fragrance: to make scent a narrative medium, a cultural entity that carries on a cultural heritage, and a profound human experience that transcends borders.”
Behind XINÚ are three co-founders with complementary professional backgrounds who continuously push the boundaries of craftsmanship and design. Verónica Peña leads the fragrance creation, crafting works that blend memory, beauty, and meaning through her profound connection with scent; Ignacio Cadena, with over 30 years of experience in concept design and brand building, brings a distinctive and bold visual language to the brand; and Héctor Esrawe, one of Latin America’s most respected industrial designers, reinforces the brand’s spirit of authenticity with precise attention to detail and avant-garde aesthetics. Together, the three have created a brand built on sustainability and deep thinking: every object is designed with long-term use in mind and reinterprets traditional craftsmanship in a modern context.
Estée Lauder Companies’ minority equity investments are conducted by its strategic early-stage investment and brand incubation arm, New Incubation Ventures (NIV). NIV collaborates with forward-thinking founders and entrepreneurs to create, invest in, and support the most promising emerging beauty brands and business models. By investing in companies that redefine categories and resonate with a new generation of consumers, NIV not only shapes the future of the beauty industry but also builds a diversified brand pipeline and growth momentum for Estée Lauder Companies’ brand portfolio.
About Estée Lauder Companies:
Estée Lauder Companies is a leading global manufacturer, marketer, and distributor of premium skincare, cosmetics, fragrance, and haircare products, and the manager of luxury and well-known brands worldwide. The company’s products are sold in approximately 150 countries and regions, and its brands include: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, the DECIEM line (including The Ordinary and NIOD), and BALMAIN Beauty.
About XÍNU:
Xinú de las Americas is one of the world’s most innovative niche fragrance brands. Centered on the Americas (Mexico), the brand creates a new concept of luxury, inspired by craftsmanship, culture, narrative, bold avant-garde, high-quality products, and an unparalleled retail experience, selling a diverse portfolio centered around fragrance. The brand’s true appeal stems from the founders’ profound knowledge and rich imagination. With 30 years of experience creating unique brands, products, concepts, and experiences, they naturally blend innovation with respect for art, design, sustainability, human creativity, and collaboration, deeply understanding how to build a community through authentic human experiences. Xinú focuses on sensory design and is currently sold in Mexico and the United States.
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