The Estée Lauder Companies announced a minority investment in Xinú, a Mexican luxury fragrance brand inspired by the abundance and exoticism of the American continent. 

This investment marks the first time The Estée Lauder Companies has invested in a Latin American brand, underscoring the company’s commitment to championing local entrepreneurship and innovation.

Since its founding in 2017, Xinú has created a distinctive universe where fragrance, design, and storytelling converge. 

The brand is celebrated for its sensorial retail spaces, sustainable design ethos, and products that honor heritage while reimagining modern luxury.

Stéphane de La Faverie, President and Chief Executive Officer, The Estée Lauder Companies, commented,

“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.”

The Estée Lauder Companies made the minority investment through its strategic early-stage investment and incubation arm, New Incubation Ventures (NIV). 

Behind XINÚ are three founders whose complementary expertise continually pushes the boundaries of craftsmanship and design. 

Verónica Peña leads the olfactory vision, channeling her deep connection to scent into creations that blend memory, beauty, and purpose. 

With over 30 years of experience in concept design and brand creation, Ignacio Cadena brings a bold aesthetic that defines the brand’s visual language.

Héctor Esrawe — one of Latin America’s most celebrated industrial designers — contributes his eye for detail and an avant-garde sensibility that reinforces authenticity as a cornerstone of the house. 

Together, they have built a brand grounded in sustainability and intention — where objects are designed with longevity in mind and ancestral practices are reinterpreted for modern life.

Verónica Peña, co-founder of Xinú, 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. 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.”

NIV partners with forward-thinking founders and entrepreneurs to create, fund, and support the most promising emerging beauty brands and business models. 

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