Fragrance house

Xinú

Founded in Mexico in 2017, Xinú brings together fragrance, design, and storytelling through a focus on botanicals from Mexico and the wider Americas, craftsmanship, sustainability, and sensorial experience. Its founding team comprises Verónica Peña, Ignacio Cadena, and Héctor Esrawe: Peña leads the olfactory vision, Cadena shaped the visual language, and Esrawe contributed industrial-design direction. A 2016 showroom project formalized this design language around American botanical species, design, craftsmanship, and sustainability. Xinú’s fragrance work is associated with perfumer Rodrigo Flores-Roux, and its collection is rooted in the botanical landscape of Mexico and the Americas rather than a single documented signature scent. Aguamadera and Copala were among the four fragrances in its initial collection. On November 13, 2025, The Estée Lauder Companies announced a strategic minority investment in Xinú through New Incubation Ventures, marking an ownership change without constituting a full acquisition.