The Estée Lauder Companies Inc. (NYSE: EL) today announced a minority investment in XINÚ, a Mexican luxury fragrance brand inspired by the abundance and exoticism of the American continent. This investment marks the first time The Estée Lauder Companies has invested in a Latin American brand, underscoring the company’s commitment to championing local entrepreneurship and innovation.
Since its founding in 2017, XINÚ has created a distinctive universe where fragrance, design, and storytelling converge. The brand is celebrated for its sensorial retail spaces, sustainable design ethos, and products that honor heritage while reimagining modern luxury.
“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.”
“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 Verónica Peña, co-founder of XINÚ. “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.”
Behind XINÚ are three founders whose complementary expertise continually pushes the boundaries of craftsmanship and design. Verónica Peña leads the olfactory vision, channeling her deep connection to scent into creations that blend memory, beauty, and purpose. With more than 30 years of experience in concept design and brand creation, Ignacio Cadena brings a bold aesthetic that defines the brand’s visual language, while Héctor Esrawe — one of Latin America’s most celebrated industrial designers — contributes a meticulous eye for detail and an avant-garde sensibility that reinforces authenticity as a cornerstone of the house. Together, they have built a brand grounded in sustainability and intention — where objects are designed with longevity in mind and ancestral practices are reinterpreted for modern life.
The Estée Lauder Companies made the minority investment through its strategic early-stage investment and incubation arm, New Incubation Ventures (“NIV”). NIV partners with forward-thinking founders and entrepreneurs to create, fund, and support the most promising emerging beauty brands and business models. By investing in companies that redefine categories and resonate with new generations of consumers, NIV helps shape the future of beauty while building a diversified pipeline of brands and growth engines for The Estée Lauder Companies’ portfolio.
ABOUT THE ESTÉE LAUDER COMPANIES
The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The company’s products are sold in approximately 150 countries and territories under brand names including: 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 family of brands, including The Ordinary and NIOD, and BALMAIN Beauty.
ABOUT XÍNU
Xinú de las Americas is one of the most innovative niche perfume brands in the world. Building a new concept of luxury from the heart of the American Continent (México), inspired by craftsmanship, culture, storytelling, irreverence, high-quality products, and unparalleled retail experiences, selling a diverse portfolio of products always connected to fragrance. Its authentic nature comes from the knowledge and imagination of its founders, who have 30 years of experience building unique brands, products, concepts, and experiences that blend innovation with respect for the arts, design, sustainability, human creativity, collaboration, and a profound understanding of community building through authentic human experiences. Xinú is powered by sensorial design. Currently selling in México and the USA.
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