The Estée Lauder Companies has taken a minority stake in Mexican luxury fragrance brand Xinú.

The deal marks the first time the beauty giant has invested in a Latin American brand, a move that signals its growing focus on local entrepreneurship and innovation. The investment was made through Estée Lauder’s New Incubation Ventures arm, which focuses on emerging beauty brands and new business models poised to influence the future of the industry.

“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 cultu

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