Recently, Estée Lauder Companies (ELC) has signed an exclusive commercial agreement with smart fragrance platform Exuud to enhance its “smart fragrance” capabilities.
This partnership builds on ELC’s earlier investment in Exuud during the second half of fiscal 2024 and is set to bring groundbreaking advancements in customization, design, and sustainability to its fragrance offerings.
Exuud’s patented Soliqaire technology lies at the heart of the collaboration. Soliqaire employs plant-derived, biodegradable polymer blends to absorb and release fragrance, offering a consistent, long-lasting scent without the need for heat or aerosols. The innovative system is complemented by novel hardware platforms that allow precise control over fragrance release, aligning with ELC’s sustainability and innovation goals.
By the end of 2025, ELC plans to integrate Exuud’s technology across its fragrance portfolio. According to Sumit Bhasin, ELC’s Senior Vice President of Corporate Fragrance Research & Development, the partnership represents a step forward in creating personalized and sustainable fragrance experiences. “We are passionate about innovating for unique consumer experiences,” said Bhasin. “This cutting-edge technology supports our artisanal craftsmanship and revolutionizes how we experience fragrances with more control, consistency, personalization, and sustainability.”
Exuud’s co-founder and CEO, Abhishek Breja, emphasized the shared vision between the two companies: “Together, we will bring Soliqaire technology to a wider audience, creating products that blend beauty, precision functionality, and sustainability.”
ELC’s investment in Exuud was facilitated by its New Incubation Ventures (NIV) team, dedicated to early-stage innovation. This partnership is part of a broader strategy to accelerate craftsmanship and innovation within ELC’s fragrance portfolio. Additional efforts include the upcoming launch of ELC’s Fragrance Atelier in Paris, set to open this year.
