Estée Lauder Companies inks deal with Exuud to level up fragrance portfolio

By Julia Wray | Published: 20-Jan-2025

Exuud’s Soliqaire delivery system uses biodegradable beads to absorb and release fragrance

Estée Lauder Companies (ELC) has signed a deal to bolster its ‘smart fragrance’ credentials.

The Jo Malone London and Tom Ford owner has entered into an exclusive commercial agreement with fragrance delivery system pioneer Exuud

According to the beauty giant, the deal will present opportunities for customisation, design and sustainability across its fragrance portfolio, and builds upon ELC’s H2 fiscal 2024 investment in the US company.

Exuud is best known for its patented fragrance delivery system, called Soliqaire, which uses plant-derived, biodegradable polymer blends that absorb and release fragrance.

It also offers novel hardware platforms that control fragrance release without requiring heat or generating aerosols.

The result is a consistent and long lasting scent experience.

ELC plans to integrate Exuud’s technology into its fragrance portfolio by the end of calendar year 2025.

“At ELC, we are passionate about bringing the best fragrances to consumers and innovating for their unique experiences,” said the company’s SVP of Corporate Fragrance Research & Development, Sumit Bhasin.

“We are excited to announce our partnership with Exuud on this cutting-edge technology to support our artisanal craftsmanship and revolutionise how we experience fragrances with more control, consistency, personalisation and sustainability.

“The breakthrough possibilities for customisation in design, fragrance experience and more are exciting.”

The co-founder and CEO of Exuud, Abhishek Breja, added: “Exuud is on a mission to revolutionise the way people interact with fragrance, and we are excited to join forces with ELC, a global leader in prestige beauty and fragrance.

“ELC shares our vision of creating immersive and memorable fragrance experiences that enhance the wellbeing and happiness of consumers.

“Together, we will bring our breakthrough Soliqaire technology to a wider audience and create new products that combine beauty, precision functionality and sustainability.”

ELC’s initial investment in Georgia, Atlanta-based Exuud was led in partnership with its New Incubation Ventures (NIV) team, the conglomerate’s early-stage investment and incubation arm.

The Exuud investment and commercial agreement form part of ELC’s strategy to accelerate fragrance innovation and craftsmanship within its fragrance brand portfolio.

Other moves to this end include ELC’s new Fragrance Atelier in Paris, which is slated to open this year.

Read more: 

You may also like