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Estée Lauder Partners with Exuud to Revolutionize Fragrance Innovation

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The Estée Lauder Companies Inc. has announced an agreement with Exuud Inc. to integrate groundbreaking fragrance delivery technology into its luxury and prestige fragrance portfolio by the end of 2025. This partnership centers on Exuud’s patented Soliqaire™ system, a cutting-edge platform designed to redefine the fragrance experience with a focus on personalization, sustainability, and technological innovation.

Soliqaire™ utilizes plant-derived, biodegradable polymer blends to absorb and release fragrances, eliminating the need for heat or aerosols. This innovative system provides a consistent, long-lasting scent experience while offering customization features, enabling users to control the intensity, duration, and frequency of fragrance delivery. The collaboration is set to enhance Estée Lauder’s fragrance portfolio, merging technological sophistication with luxury craftsmanship.

“At Estée Lauder, we’re committed to delivering exceptional fragrances and creating unique, personalized experiences for our consumers,” Sumit Bhasin, SVP, Corporate Fragrance Research & Development, Product Development and Innovation.

Exuud’s CEO, Abhishek Breja, echoed this enthusiasm: “We’re thrilled to partner with Estée Lauder to revolutionize how people interact with fragrance. Together, we’ll bring Soliqaire™ to a wider audience, creating products that combine beauty, functionality, and sustainability.”

This collaboration builds on Estée Lauder’s strategic investment in Exuud during the second half of fiscal year 2024, led by the company’s New Incubation Ventures (NIV) team. As Estée Lauder’s early-stage investment and incubation arm, NIV supports transformative beauty technologies and business models, helping to shape the future of the industry.

The agreement also aligns with Estée Lauder’s broader vision for accelerating fragrance innovation and craftsmanship. In December 2024, the company unveiled plans for a new Fragrance Atelier in Paris, set to open in 2025. This facility will complement Estée Lauder’s global fragrance capabilities and strengthen ties with fragrance house partners, ingredient suppliers, and manufacturing networks.



Source: Estée Lauder Companies Inc.


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