Estée Lauder Companies (ELC) has announced a minority investment in Mexican luxury fragrance brand XINÚ.
XINÚ, founded in 2017, has created a name for itself in the fragrance category via sensorial retail spaces, a sustainable design ethos and products that “honour heritage while reimagining modern luxury”.
This is the first time ELC has invested in a Latin American brand, underscoring its “commitment to championing local entrepreneurship and innovation”, read a company statement.
ELC made the minority investment via its strategic early-stage investment and incubation arm, New Incubation Ventures.
The venture capital arm partners with forward-thinking founders and entrepreneurs to create, fund and support emerging beauty brands.
The financial terms of the deal were not disclosed.
“Mexico has become a vibrant hub of fragrance innovation – a place where craftsmanship and cultural relevance come together in remarkable ways,” said Stéphane de La Faverie, President and CEO of ELC.
“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 was created by three founders who wanted to “push the boundaries of craftsmanship and design”.
Verónica Peña leads the olfactory vision; Ignacio Cadena is in charge of aesthetics and concept design; and Héctor Esrawe is an industrial designer who contributes “a meticulous eye for detail”.
The fragrances are grounded in sustainability, with the objects designed with longevity in mind.
“This investment represents a significant milestone for XINÚ and marks the beginning of a new chapter for our brand,” said Peña, co-founder of XINÚ.
“A pivotal moment where our unique vision for a fragrance company meets global possibility.
“Together with ELC, 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.”
ELC is doubling down on its luxury perfume business this year, having opened its Fragrance Atelier in Paris, France – a new innovation hub to drive growth.
The company has also reported that its first quarter of fiscal 2026 sales have beaten estimates, signalling that the beauty giant’s turnaround efforts are starting to take hold.
Lead image credit: Adobe Stock.
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