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Last week, The Estée Lauder Companies announced its new investment in Xinú, a very niche, high-end perfume brand based in Mexico City. Until the announcement, I had never heard of it. But by a number of key metrics, Xinú has the necessary trappings to become the next big thing: The line is beautiful, it’s beloved by “fragrance obsessives,” and it’s still relatively unknown in the wider beauty community. (It’s pronounced “zhee-noo,” for the record.) The brand also operates multiple freestanding stores in its home market, and now it has some capital to play with.
