Estée Lauder strengthens commitment to local entrepreneurship with investment in XINÚ
The move strengthens Estée Lauder’s strategic footprint in emerging markets and signals strong confidence in the potential of Latin American luxury brands to influence the global beauty industry.
MEXICO – The Estée Lauder Companies has made a strategic minority investment in XINÚ, a Mexican luxury fragrance brand, marking its first-ever investment in a Latin American beauty company.
Founded in 2017, XINÚ is renowned for its design-led fragrances, immersive sensorial retail concepts, and a strong sustainability focus rooted in the region’s rich craftsmanship.
This investment was executed through Estée Lauder’s New Incubation Ventures (NIV), which is dedicated to supporting early-stage, high-growth beauty brands.
Through this partnership, Estée Lauder aims to help XINÚ scale its operations while also expanding its own presence in the luxury fragrance segment of the Latin American market.
Stéphane de La Faverie, President and CEO of The Estée Lauder Companies, emphasized Mexico’s role as a burgeoning hub for fragrance innovation where craftsmanship and cultural relevance meet uniquely.
He expressed pride in backing XINÚ, which exemplifies the spirit of contemporary luxury through deep cultural storytelling and artistic expression.
This investment aligns with Estée Lauder’s commitment to nurturing emerging brands that resonate with new consumers and help shape the future of beauty and fragrance globally.
Verónica Peña, co-founder of XINÚ, stated, “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.”
The collaboration between Estée Lauder’s global expertise and XINÚ’s authentic, artisanal approach is expected to drive growth and innovation in the luxury fragrance sector.
XINÚ represents a new form of luxury emerging from Mexico and the broader Americas, blending fragrance, design, and storytelling inspired by local culture, heritage, and natural abundance.
The brand is known for creating immersive retail spaces and products that honour tradition while pushing the boundaries of modern luxury with a focus on authenticity, artistry, and sustainability.
XINÚ’s founders, Verónica Peña (olfactory direction), Ignacio Cadena (visual design), and Héctor Esrawe (industrial design), bring decades of experience creating brands and concepts that fuse innovation with respect for artisanal crafts, human creativity, and sustainable principles.
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