The Estée Lauder Companies (ELC) has announced its minority investment in XINÚ, a Mexican luxury fragrance brand founded in 2017. The move is the company’s first investment in a Latin American beauty brand and reflects its continued use of early-stage partnerships to expand its global fragrance portfolio.
XINÚ is known for designs and retail environments built around regional materials and a sustainability-focused aesthetic. The brand operates in Mexico and the United States and centers its product development on craftsmanship and heritage-inspired storytelling.
“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 at ELC, in a press statement.
He added that “Mexico has become a vibrant hub of fragrance innovation — a place where craftsmanship and cultural relevance come together in remarkable ways.”
Investment details
The minority stake was made through New Incubation Ventures, the company’s strategic investment and incubation arm. NIV partners with early-stage founders and supports emerging brands that show potential for category expansion or new business models.
The division also contributes to The Estée Lauder Companies’ long-term pipeline of brands across fragrances, skin care, and makeup.
De La Faverie said XINÚ “embodies this spirit, redefining contemporary luxury through authenticity, artistry, and storytelling.” He also said the investment aligns with the company’s interest in supporting talent across the region.
Founders outline brand vision
XINÚ was founded by Verónica Peña, Ignacio Cadena, and Héctor Esrawe, whose respective backgrounds span olfactory development, concept design, and industrial design.
Peña said “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.”
She said the collaboration will help advance the brand’s goal “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.”
According to the release, the founders structure the brand around longevity in design and reinterpretations of ancestral practices within modern formats. Their combined experience also shapes the brand’s emphasis on object design, material choices, and multi-sensory retail environments.
XINÚ will continue to operate in Mexico and the United States while developing its product portfolio under the direction of its founding team.
