Global icon and entrepreneur Khloé Kardashian continues the rapid expansion of her multi-category business empire with the debut of XO Blue, the third pillar in her powerhouse fragrance portfolio. In partnership with Luxe Brands, this launch marks a strategic move to broaden the portfolio with a new fragrance that embraces “evocative luxury,” reinforcing Kardashian’s position as a dominant force in the global beauty industry.
XO Blue invites fans to dive into a sun-drenched, “vacation” experience. Crafted by Khloé alongside dsm-firmenich perfumer Clement Gavarry, the scent opens with the shimmer of lychee and bergamot, giving way to a heart of dewy magnolia and a whisper of creamy coconut. As it dries down, sheer, airy woods leave a trail that is light, addictive and irresistibly unforgettable.
“XO Blue is the perfect way to kick off my birthday,” said Khloé Kardashian. “It’s like a vacation in a bottle! Creating this third fragrance was so much fun, and I wanted a scent that captures the energy and happiness of being on a crystal blue beach but lasts all year—bright, effortless and full of anticipation. To me the first breath of ocean air with the sun reflecting on the water—it’s pure magic.”
“Khloé has an incredible instinct for what her community wants before they even know they want it,” said Noreen Dodge, chief marketing officer and chief strategy officer of Luxe Brands. “With XO Blue, we’ve captured a specific kind of effortless glamour. It’s not just a fragrance; it’s a mood—elevated, radiant and transportive to an emotional connection or experience.”
Tony Bajaj, CEO of Luxe Brands, added, “The expansion of Khloé’s fragrance empire is a testament to her authenticity. XO Blue represents the next chapter of our partnership, pushing the boundaries of ‘prestige-meets-accessible’ beauty. We are thrilled to bring this evocative new scent to her fans worldwide!”
Khloé Kardashian Fragrances has achieved explosive retail success following the debut of XO Khloé, Almost Always and XO Khloé Hair Mist. This momentum has sparked a competitive surge of interest from major global retailers vying for exclusivity. Building on this retail momentum, XO Blue will preview on the Ulta Beauty app on June 12th, officially launching on June 14th in the U.S. at Ulta.com for $58 to $80 and in stores on June 21st. In the UK the fragrance will launch on June 15th exclusively at Boots with the pan European exclusive launch with Douglas on June 22nd for €.58.99 to €.79.00.
