BUZZ BEAT MEDIA

Estée Lauder Companies (ELC) has announced a groundbreaking partnership with Exuud Inc. that promises to redefine the future of fragrance innovation. The exclusive collaboration, revealed in January 2025, will see the introduction of Exuud’s cutting-edge Soliqaire™ fragrance delivery system into ELC’s prestigious fragrance portfolio by the end of 2025.

The partnership is the result of ELC’s strategic investment in Exuud during the second half of fiscal year 2024. Through its New Incubation Ventures (NIV) arm, ELC has been expanding its reach into forward-thinking beauty technologies and innovative companies. This partnership not only accelerates ELC’s commitment to pioneering fragrance technology but also highlights their focus on sustainability and customization in fragrance experiences.

Exuud’s Soliqaire technology sets a new standard in fragrance delivery. The system utilizes biodegradable polymer blends derived from plants, which absorb and release fragrance without the need for heat or aerosols. This unique approach ensures that the scent remains consistent and long-lasting, while also being environmentally friendly. The system’s hardware platforms provide a highly controlled release of fragrance, allowing consumers to enjoy a personalized and sustainable olfactory experience.

The collaboration offers an exciting new opportunity for ELC to enhance its fragrance offerings with greater customization. Consumers will be able to tailor their fragrance experience by adjusting the intensity, duration, and frequency of the scent. By blending innovative technology with artisanal craftsmanship, this partnership brings together the best of both worlds, offering luxury fragrance enthusiasts an entirely new way to engage with their favorite scents.

Sumit Bhasin, ELC’s Senior Vice President of Corporate Fragrance Research & Development, expressed enthusiasm about the partnership, stating, “We are excited to announce our collaboration with Exuud on this cutting-edge technology. It’s an exciting time for fragrance innovation, and we are eager to bring more control, consistency, personalization, and sustainability to consumers’ fragrance experiences.”

Exuud’s CEO and co-founder, Abhishek Breja, echoed this sentiment, emphasizing the shared vision of both companies: “Together, we will bring our breakthrough Soliqaire technology to a wider audience, creating new products that combine beauty, precision functionality, and sustainability.” 

The integration of Soliqaire technology into ELC’s fragrance portfolio promises to offer a range of benefits, from customizability to sustainability. As consumers increasingly seek products that align with their values, the ability to offer fragrances that are both environmentally friendly and personalized is a major competitive advantage.

In addition to the technological advancements, this collaboration is part of ELC’s broader strategy to enhance its global fragrance presence. The company has been investing in its fragrance innovation capabilities, including the opening of a new Fragrance Atelier in Paris slated for 2025. 

With its extensive portfolio, including renowned brands such as Jo Malone London, Tom Ford, Le Labo, and Estée Lauder, ELC is poised to lead the way in fragrance innovation. The partnership with Exuud promises to further solidify the company’s position as a trailblazer in the world of luxury fragrance.

*Cover Photo/Thumbnail Photo from 2luxury2.com