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The Happi Top 50 Company’s first minority investment in Mexican luxury fragrance brand XINÚ underscores its commitment to champion local entrepreneurship.
November 14, 2025
By: Lianna Albrizio
Associate Editor
The Estée Lauder Companies Inc. is betting on Latin-American luxury fragrance.
The Happi Top 50 Company has made a minority investment in XINÚ, a Mexican luxury fragrance brand inspired by the abundance and exoticism of the American continent.
The investment, made possible via its early-stage investment and incubation arm, New Incubation Ventures (NIV), marks the first time the legendary brand has invested in a Latin American brand. NIV partners with forward-thinking founders and entrepreneurs to create, fund, and support the most promising emerging beauty brands and business models.
“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 CEO, 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 Mexico and Latin America with the world. This investment reflects our deep belief in the region’s extraordinary talent and our ongoing commitment to nurturing emerging brands that are shaping the future of fragrance and beauty.”
Since its founding in 2017, XINÚ is celebrated for its sensorial retail spaces, sustainable design ethos and products that honor heritage while reimagining modern luxury.
“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 founders Verónica Peña, Héctor Esrawe and Ignacio Cadena. Peña leads the olfactory vision; Cadena brings a bold aesthetic that officials say defines the brand’s visual language; and Héctor Esrawe, a designer, 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.
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