Estée Lauder launches its first Latin American investment amid soaring beauty boom

Estée Lauder Companies (ELC) invested in Xinú, a Mexican luxury fragrance brand. The transaction is the company's first investment in a Latin American beauty brand.

The investment was made by Estée Lauder's early-stage investment branch, New Incubation Ventures, which focusses on new beauty products and businesses.

The beauty company claims the move underlines its commitment to promoting local enterprise and developing talent in the region.

"Mexico has emerged as a thriving centre of scent creation, where craftsmanship and cultural significance intersect in unique ways. Stéphane de La Faverie, CEO of ELC, describes Xinú as a modern luxury brand that values 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," says Rodriguez.

Fragrant roots

Xinú is known for its sensory retail experiences and visual storytelling. The alliance between the two companies aims to enhance Xinú's global reach while maintaining its artistic uniqueness.

"Together with ELC 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," says Peña, co-founder of Xinú.

The fragrance brand was formed by three creatives with diverse backgrounds who collaborated to create the brand's complex character. Verónica Peña oversees the olfactory direction, Ignacio Cadena the visual design, and Héctor Esrawe the industrial design.

Source: Personal Care Insights