Estée Lauder Invests In Mexican Luxury Fragrance Brand Xinú

The investment was made through New Incubation Ventures, the company’s arm dedicated to supporting emerging beauty brands and innovative business models shaping the industry’s future.

“Fragrance excellence and craftsmanship are at the heart of The Estée Lauder Companies, and they drive our passion for discovering new voices in beauty,” said Stéphane de La Faverie, president and chief executive officer, The Estée Lauder Companies.

“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.”

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Founded in 2017, Xinú is celebrated for its sensorial retail experiences, sustainable design philosophy, and products that honor heritage while redefining modern luxury. The brand’s unique identity is shaped by its three founders.

Verónica Peña guides Xinú’s olfactory vision, Ignacio Cadena crafts its bold visual aesthetic, and Héctor Esrawe one of Latin America’s most acclaimed industrial designers brings meticulous attention to detail and avant-garde sensibility, reinforcing the brand’s authenticity and distinctive character.

“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,” said Peña.

“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.”