Estée Lauder takes minority stake in Mexican luxury fragrance brand Xinú

The Estée Lauder Companies has taken a minority stake in Mexican luxury fragrance brand Xinú.

The deal marks the first time the beauty giant has invested in a Latin American brand, a move that signals its growing focus on local entrepreneurship and innovation. The investment was made through Estée Lauder’s New Incubation Ventures arm, which focuses on emerging beauty brands and new business models poised to influence the future of the industry. 

“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, The Estée Lauder Companies. 

“Mexico has become a vibrant hub of fragrance innovation — a place where craftsmanship and cultural relevance come together in remarkable ways. 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.”

Founded in 2017, Xinú is recognized for its sensorial retail spaces, sustainable design ethos, and products that honor heritage while reimagining modern luxury. The brand is led by three founders whose combined expertise forms Xinú’s distinct identity. 

Verónica Peña leads the olfactory vision, while Ignacio Cadena brings a bold aesthetic that defines the brand’s visual language. Lastly, Héctor Esrawe, one of Latin America’s most celebrated industrial designers, contributes a meticulous eye for detail and an avant-garde sensibility that reinforces the brand’s authenticity. 

“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 Peña.

“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.”