Estée Lauder has just invested via its investment vehicle New incubation Ventures in the Chinese high-end perfume brand Melt Season. This is the American group’s first investment in a perfumer in the Middle Kingdom.
After investing last September in Code Mint, specialized in sustainable cosmetics, the Estée Lauder group is now interested in another Chinese beauty brand, this time specialized in perfumery.
The American group has just taken a minority stake in Melt Season, via its investment and strategic incubation division specialized in start-ups, New Incubation Ventures (NIV).
This is the American giant’s first investment in a Chinese fragrance brand, and the second in its history in a Middle Kingdom beauty brand.
A first foray into Chinese perfumery
While Estée Lauder has chosen to focus on Paris to develop its luxury fragrances, the group seems to be making its move into China to strengthen its portfolio of young beauty nuggets.
A move not unlike its rival and leader L’Oréal, which last year invested in Chinese cosmetics brand Documents.
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Read also > ESTÉE LAUDER INVESTS IN CHINESE BRAND CODE MINT
Featured Photo: © Melt Season
