Estée Lauder Companies Partners with Exuud on Technology Platform for Fragrance Innovation

The Estée Lauder Companies first invested in Exuud in the second half of 2024.
The Estée Lauder Companies first invested in Exuud in the second half of 2024.
ckybe at Adobe Stock

On January 16, 2025, the Estée Lauder Companies (ELC) announced an exclusive agreement  with Exuud Inc to pioneer a “smart fragrance expression hardware platform.” The technology will be implemented into ELC’s fragrance portfolio by the end of 2025. 

Exuud has a patented fragrance delivery system known as Soliqairea. Soliqairea uses plant-based, biodegradable polymer blends to absorb and release fragrance, as well as novel hardware platforms that control fragrance release.  ELC first invested in Exuud in the second half of 2024, and this exclusive commercial agreement will enable new opportunities for customization, design, and sustainability across ELC’s fragrance portfolio. 

“At ELC, we’re passionate about bringing the best fragrances to consumers and innovating for their unique experiences,” said Sumit Bhasin, senior vice president of corporate fragrance research & development, product development and innovation at the Estée Lauder Companies. “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.”

Co-founder and chief executive officer of Exuud Abhishek Breja 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. 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 Soliqairea technology to a wider audience and create new products that combine beauty, precision functionality, and sustainability.”


a Soliqaire is a trademark of Exuud Inc.

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