Estée Lauder backs Mexico’s XINÚ with minority investment to fuel global expansion

The Estée Lauder Companies has confirmed a minority investment in XINÚ, a Mexican luxury fragrance brand known for blending regional heritage with contemporary design.

The deal represents Estée Lauder’s first investment in a Latin American brand and reflects the company’s broader strategy to support emerging beauty entrepreneurs and diversify its global fragrance portfolio.

Founded in 2017, XINÚ has established a niche in the luxury fragrance market through its focus on craftsmanship, sustainable design, and narrative-driven scent creation.

The brand is recognised for its sensorial retail environments and its approach to product development, which draws on botanical ingredients and cultural references from across the Americas.

According to Estée Lauder Companies President and CEO Stéphane de La Faverie, the investment aligns with the company’s long-term interest in identifying and nurturing early-stage fragrance innovators.

He noted that Mexico has become an increasingly active market for fragrance development, with brands combining artisanal techniques and contemporary aesthetics.

"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 de La Faverie.

"Fragrance excellence and craftsmanship are at the heart of The Estée Lauder Companies, and they drive our passion for discovering new voices in beauty. 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."

XINÚ’s leadership team includes co-founders Verónica Peña, Ignacio Cadena, and Héctor Esrawe. Peña oversees fragrance development, Cadena leads brand and concept design, and Esrawe contributes industrial design expertise.

Together, they have built a brand positioned around sustainability, cultural storytelling, and modern reinterpretations of traditional craft.

The investment was made through New Incubation Ventures (NIV), Estée Lauder’s early-stage investment and incubation division.

NIV focuses on supporting emerging beauty brands and new business models that appeal to evolving consumer preferences. Its portfolio strategy aims to identify high-potential brands that could expand Estée Lauder’s reach into new categories, markets, and demographics.

For XINÚ, the partnership is expected to support future expansion while maintaining the brand’s creative direction and design-led identity.

Terms of the investment were not disclosed.