Estée Lauder Invests in Mexican Luxury Fragrance Brand Xinú

The Estée Lauder Companies has announced a minority investment in Xinú, a Mexican luxury fragrance brand known for its unique storytelling and design. This investment is significant as it marks the first time Estée Lauder has invested in a Latin American brand.

Founded in 2017, Xinú draws inspiration from the rich cultural heritage and exotic resources of the American continent. The brand has established a reputation for its sensory retail environments and commitment to sustainable practices.

Key figures behind Xinú include co-founder Verónica Peña, who shapes the brand’s olfactory identity, Ignacio Cadena with extensive experience in design, and acclaimed industrial designer Héctor Esrawe.

Stéphane de La Faverie, CEO of The Estée Lauder Companies, expressed enthusiasm about the investment, emphasizing Mexico’s role as a center for fragrance innovation. He stated that Xinú redefines luxury through authenticity and artistry, and he looks forward to supporting its growth.

Verónica Peña highlighted the collaboration with Estée Lauder as an opportunity to expand the boundaries of fragrance as a cultural narrative and human experience.