The Estée Lauder Companies Makes Strategic Minority Investment in Mexican Luxury Fragrance Brand XINÚ
Press Release, Nov 13, 2025
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 honour heritage while reimagining modern luxury.
“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
“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 Verónica Peña, co-founder of XINÚ. “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.”
Behind XINÚ are three founders whose complementary expertise continually pushes the boundaries of craftsmanship and design. Verónica Peña leads the olfactory vision, channelling her deep connection to scent into creations that blend memory, beauty, and purpose. With more than 30 years of experience in concept design and brand creation, Ignacio Cadena brings a bold aesthetic that defines the brand’s visual language, while Héctor Esrawe — one of Latin America’s most celebrated industrial designers — contributes a meticulous 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.
The Estée Lauder Companies made the minority investment through its strategic early-stage investment and incubation arm, New Incubation Ventures (“NIV”). NIV partners with forward-thinking founders and entrepreneurs to create, fund, and support the most promising emerging beauty brands and business models. By investing in companies that redefine categories and resonate with new generations of consumers, NIV helps shape the future of beauty while building a diversified pipeline of brands and growth engines for The Estée Lauder Companies’ portfolio.
ABOUT THE ESTÉE LAUDER COMPANIES
The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The company ’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN
ABOUT XÍNU
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View source version on businesswire.com: https://www.businesswire.com/news/home/20251113486603/en-gb/
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Source: The Estée Lauder Companies Inc.
