Estée Lauder Takes a Minority Stake in Xinú

Estée Lauder has announced a minority stake in Xinú, the Mexican luxury fragrance house — the first time the beauty giant has invested in a Latin American brand.

Founded in 2017, Xinú has built a following for its modern approach to perfumery, often described as blending scent, craftsmanship, heritage, and art.

“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 The Estée Lauder Companies. “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 is led by three founders whose combined skills define its look and feel. Verónica Peña oversees scent development, Ignacio Cadena shapes the visual identity with more than 30 years of design experience, and industrial designer Héctor Esrawe brings a focus on thoughtful, long-lasting design.

“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.”

The deal was completed through New Incubation Ventures (NIV), Estée Lauder’s early-stage investment and incubation arm. Financial terms of the deal have not been disclosed.