The Estée Lauder Companies has expanded its luxury portfolio with a minority investment in Mexican fragrance house Xinú, its first investment in a Latin American brand.
The initiative reinforces the company’s focus on supporting local entrepreneurship and innovation.
Founded in 2017, Xinú has gained recognition for blending fragrance, design and storytelling, with sensorial retail spaces, sustainable practices and a modern approach to heritage-inspired luxury.
The Estée Lauder Companies President and CEO Stéphane de La Faverie said: “Fragrance excellence and craftsmanship are at the heart of The Estée Lauder Companies, and they drive our passion for discovering new voices in beauty.
“Mexico has become a vibrant hub of fragrance innovation – a place where craftsmanship and cultural relevance come together in remarkable ways. Xinú embodies this spirit, redefining contemporary luxury through authenticity, artistry and storytelling.
“As a minority investor, we are proud to support Xinú as it continues to grow and share the rich creativity and spirit of Mexico and Latin America with the world.
“This investment reflects our deep belief in the region’s extraordinary talent and our ongoing commitment to nurturing emerging brands that are shaping the future of fragrance and beauty.”
Xinú Co-founder Verónica Peña added: “This investment represents a significant milestone for Xinú and marks the beginning of a new chapter for our brand – a pivotal moment where our unique vision for a fragrance company meets global possibility.
“Together with The Estée Lauder Companies, we can boldly move forward in our aim to push the boundaries of what fragrance can be: a medium of storytelling, a vessel for culture, and a deeply human experience that transcends borders.”
Xinú’s three founders bring complementary expertise, with Peña shaping the olfactory vision, translating her deep connection to scent into creations that combine memory, beauty and purpose, The Estée Lauder Companies noted.
Bringing more than 30 years of experience in concept design and brand creation, Ignacio Cadena sets the bold aesthetic that drives the brand’s visual identity.
One of Latin America’s top industrial designers, Héctor Esrawe brings precision and an avant-garde vision to keep authenticity at the brand’s core.
They have come together to build a brand centered on sustainability, design long-lasting products and modernise ancestral practices.
The Estée Lauder Companies made the minority investment through its early-stage investment arm, New Incubation Ventures (NIV), which partners with forward-thinking founders to fund and support emerging beauty brands and business models.
NIV invests in future-focused brands to diversify Estée Lauder’s portfolio and shape the beauty industry’s new generation of consumers. ✈
