The Estée Lauder Companies has announced a minority investment in Xinú, a Mexican luxury fragrance brand inspired by the abundance and exoticism of the American continent. The investment was made through its incubation arm, New Incubation Ventures.
This investment marks the first time The Estée Lauder Companies has invested in a Latin American brand. Founded 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.
The founders of Xinú include Verónica Peña, who leads the brand's olfactory vision, Ignacio Cadena, who has more than 30 years of experience in concept design and brand creation, and Héctor Esrawe—one of Latin America’s most celebrated industrial designers.
“Mexico has become a vibrant hub of fragrance innovation—a place where craftsmanship and cultural relevance come together in remarkable ways," says Stéphane de La Faverie, president and chief executive officer 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.”
Verónica Peña, co-founder of Xinú, says, “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.”
