Estée Lauder Partners with Exuud Inc. to Pioneer Smart Fragrance Expression Hardware Platform
The Estée Lauder Companies (ELC) has announced an exclusive agreement with Exuud Inc. to develop a smart fragrance expression hardware platform. This innovative technology, known as Soliqaire, is set to be integrated into ELC’s fragrance portfolio by the end of 2025.
Soliqaire utilizes plant-derived, biodegradable polymer blends that absorb and release fragrance without requiring heat or generating aerosols. This allows for a consistent and long-lasting scent experience. The technology also enables consumers to customize the intensity, duration, and frequency of the fragrance, offering a more personalized and sustainable fragrance experience.
Sumit Bhasin, Senior Vice President of Corporate Fragrance Research & Development at ELC, expressed excitement about the partnership, stating, “We’re passionate about bringing the best fragrances to consumers and innovating for their unique experiences. This cutting-edge technology will support our artisanal craftsmanship and revolutionize how we experience fragrances with more control, consistency, personalization, and sustainability.”
Abhishek Breja, Co-Founder and CEO of Exuud, added, “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. Together, we will bring our breakthrough Soliqaire technology to a wider audience and create new products that combine beauty, precision functionality, and sustainability.”
The partnership is part of ELC’s broader strategy to advance its prestige and luxury fragrance innovations, building on its initial investment in Exuud during the second half of fiscal year 2024.
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