The Estée Lauder Companies (ELC) has entered into an exclusive partnership with Exuud to transform the future of fragrance innovation. This collaboration centers around Exuud’s Soliqaire technology, a groundbreaking fragrance delivery system that uses plant-derived, biodegradable polymer blends. These blends absorb and release fragrance, while innovative hardware platforms control the scent’s release—without the need for heat or generating aerosols. This enables a consistent and long-lasting fragrance experience, marking a major shift in how fragrances are delivered.
ELC Collaborates with Exuud to Develop Fragrance Technology Platform, a move that underscores the company’s commitment to staying at the forefront of luxury and prestige fragrance innovations. With a keen focus on personalization, sustainability, and design, this partnership will help ELC integrate Exuud’s advanced technology into its fragrance portfolio by the end of calendar year 2025.
Sumit Bhasin, Senior Vice President of Corporate Fragrance Research & Development, Product Development, and Innovation at ELC, shared his excitement about the collaboration: “At ELC, we’re passionate about bringing the best fragrances to consumers and innovating for their unique experiences. We’re excited to announce our partnership with Exuud on this cutting-edge technology to support our artisanal craftsmanship and revolutionize how we experience fragrances with more control, consistency, personalization, and sustainability. The breakthrough possibilities for customization in design, fragrance experience, and more are exciting.”
ELC Collaborates with Exuud to Develop Fragrance Technology Platform, aiming to give consumers the ability to customize their fragrance experiences in new and more meaningful ways. With Soliqaire technology, users will be able to control the intensity, duration, and frequency of their scent, resulting in a personalized and highly effective fragrance experience. This level of customization is expected to reshape the way consumers engage with fragrance, offering greater control and consistency.
Abhishek Breja, Co-Founder and CEO of Exuud, expressed his enthusiasm for the partnership: “Exuud is on a mission to revolutionize the way people interact with fragrance, and we are excited to join forces with ELC, a global leader in prestige beauty and fragrance. ELC shares our vision of creating immersive and memorable fragrance experiences that enhance the well-being and happiness of consumers. Together, we will bring our breakthrough Soliqaire technology to a wider audience and create new products that combine beauty, precision functionality, and sustainability.”
The initial investment in Exuud was made through ELC’s New Incubation Ventures (NIV) team, a key part of the company’s strategy to support cutting-edge innovation. This partnership promises to elevate the fragrance experience for consumers while championing sustainability and customization at every level.
