Estée Lauder invests in Chinese brand Code Mint

Estée Lauder Companies’ investment arm, New Incubation Ventures (NIV), has announced the acquisition of a minority stake in Code Mint, a Chinese brand specializing in environmentally-friendly beauty products. Although the precise details of this operation have not been made public, this strategic decision marks NIV’s entry into the Chinese market.


Estée Lauder positions itself in China. The global beauty giant recently announced a strategic investment in Chinese beauty start-up Code Mint.


This first investment in a Chinese brand marks a major milestone for Estée Lauder.


The minority stake was acquired via New Incubation Ventures (NIV), the investment arm of the American group, which had already successfully invested in brands such as Haeckels and Vyrao.


Code Mint’s flagship products include a cleansing balm with grape extracts, an amino acid-based cleanser, and a caffeinated sheet mask called Iced Americano. The brand also benefited from an earlier investment by Cosmax, a major South Korean beauty equipment manufacturer, which produces Code Mint products.


Long-standing rumours


Rumors of an Estée Lauder investment in Code Mint had been circulating for several months before being confirmed. According to a report by Chaileedo, a Chinese beauty industry publication, brand owner Grace Chow had shared details of Estée Lauder’s investment on social media, along with videos of her visit to the company’s New York headquarters. Several media outlets reported that the deal had been concluded some two years ago.


Estée Lauder’s investment in Code Mint comes at a time when the Chinese beauty market is growing at an average annual rate of 12.3%, and is expected to be worth 49 billion euros by 2024. Other major players in the sector have also sought to capitalize on this opportunity, including L’Oréal, which has invested in Chinese fragrance brand Documents.


To continue reading this article, subscribe or log in to your account

Discover our plans

Subscribe for 1€

Become an active member of the community of luxury leaders.



Featured photo : ©Code Mint

Picture of Hugues Reydellet
Hugues Reydellet
Hugues Reydellet is a young and passionate journalist whose favorite subjects are economy, culture, gastronomy, but also cars, and sports. With a sharp pen and an insatiable curiosity, Hugues is constantly on the lookout for new hot information to report.

Subscribe to our Newsletter

Sign up now to receive sneak previews of our programs and articles!

Launch offer:

Your participation in the Camille Fournet Masterclass reserved for annual subscriber !

Luxus Plus Newsletter