Khloé Kardashian teams up with Luxe Brands on XO Khloé fragrance launch

Khloé Kardashian is launching new fragrance, created in partnership with Luxe Brands. 

"Creating this fragrance has been such a special journey for me," said Khloé Kardashian. "I take a hands-on approach to any project I am involved in, and I wanted every detail of XO Khloé to feel intentional and purposeful. From the bottle design to the campaign—I was fully integrated into the process from start to finish. I'm especially proud of the scent, it was something we spent a lot of time on to make sure it was perfect, and I'm so happy with the final product. I cannot wait to share it with everyone!"

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"At Luxe Brands, we develop brands with longevity in mind," says Tony Bajaj, CEO of Luxe Brands. "From the beginning, we set an unwavering goal to develop high-quality fragrances that inspire consumers around the world with best-in-class execution and next-level innovation for the long-term. We are honored to partner with Khloé on a brand proposition that surpasses these expectations. Her strategic and forward-thinking approach is evident in all aspects of this launch. And the demand has been unprecedented—we look forward to the rollout in Spring 2025 and beyond."

Created in collaboration with two perfumers—Alberto Morillas and Clement Gavarry of Firmenich—the fragrance features floral notes combined with scents of rose petals, praline, musks and woods. 

"Khloé is one of the most influential people in the world," says Noreen Dodge, chief marketing officer and chief strategy officer of Luxe Brands. "We know she has the power to both disrupt and accelerate the fragrance category. In bringing Khloé's brilliant vision to life, our intention was to deliver a beautiful fragrance and an immersive, high-level brand campaign that resonates with Khloé's audience and consumers globally. We've solidified incredible retail partners—our lead global partnership with Harrods will debut the brand and solidify the trajectory to launch with excellence. Stateside, our trusted retail partner, Ulta Beauty, will bring an unrivaled experience to customers. We are thrilled to break ground on the blueprint of a premium, legacy brand."

XO Khloé will be first available in the United Kingdom at luxury retailer Harrods, then expand its distribution to Ulta Beauty in North America beginning Dec. 1.