A first strategic step in Latin America

The Estée Lauder Companies makes its first investment in a Latin American brand. With XINÚ, a Mexican luxury perfume brand, the cosmetics group is focusing on an independent brand driven by craftsmanship, cultural identity and sustainability.

In a beauty market that is more fragmented than ever, The Estée Lauder Companies intends to consolidate its rapprochement with emerging brands. Through its investment and incubation arm New Incubation Ventures, the group has recently announced the acquisition of a minority stake in XINÚ, marking its very first foray into a Latin American brand. A symbolic movement in a market that is gaining visibility and influence in the niche perfumery sector.