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Khloé Kardashian’s fragrance business is coming into focus — and gearing up for a global launch.
Called XO Khloé, the first scent in Kardashian’s partnership with Luxe Brands is launching at Harrods on Nov. 25 in the U.K. and Ulta Beauty in the U.S. on Dec. 1. Prices range from $58 to $78.
Years in the making, the fragrance opens with top notes of crystallized rose petals, lavender and sage blossom; has heart notes of orange blossom water, praline and juicy peach; and dries down to tonka bean, soft wood and sexy musks for the base notes. Firmenich perfumers Alberto Morillas and Clement Gavarry collaborated with Kardashian on the scent.
While not Kardashian’s first stab at making a scent, it is her most personal. “The other creations I did in the fragrance world, I either did with my ex-husband or I did with my sisters. I’ve never done one completely on my own, which is really cool but also nerve-wracking. It’s all reliant on you,” she said in an exclusive interview. “It is scary, but it’s also really liberating that I get to do it all on my own.”
Kardashian said fragrance is “the perfect beauty avenue” for her, given the emotional qualities of the category. “Scents can take you back to a certain time, or transport you to a different land. I went to India not too long ago, and the scents there were overwhelming in a beautiful way,” she said. “I love makeup and I love hair, but makeup, I’m leaving to my sisters.”
Her family did play a key role in the fragrance’s creation, though. “This one, all of my sisters — who are very tough critics — all complimented it. And none of them knew it was mine,” Kardashian said. “That was my biggest compliment, when they all asked what I was wearing without knowing that you’re wearing your own tester. I wear it every day.”
Khloé Kardashian’s XO Khloé
The fan reception, though, is what Kardashian is looking to. “On certain platforms, people give you real insights, and I’m excited for the feedback I’m going to get. Is this something that people want, are they going to demand more? What if they want an oud? I just want to know,” she said. At the same time, “Any person that’s trying to be creative, though, you do have to listen to yourself.”
With that in mind, the business potential is strong. Executives didn’t comment on sales, but industry sources expect XO Khloé’s first year on the market to reach a retail sales volume between $80 million and $100 million.
The addition to Luxe Brands’ portfolio also dovetails with the company’s larger strategic mandate.
“We’re at a time that we’re looking at global expansion and innovation,” said Tony Bajaj, chief executive officer of Luxe Brands. “We understand that the beauty industry is slowing down; however, we remain optimistic for the future and see that our business will grow with all the expansion that we’re doing globally with the talent that we have.”
Indeed, fragrance is still the fastest-growing category in prestige beauty. For the first nine months of 2024, dollar sales swelled 14 percent and jumped 12 percent in units, while the market in the U.S. overall only grew 7 percent.
“The thing that’s so important is that we provide fans and customers around the world with fragrances that will resonate globally,” said Noreen Dodge, chief marketing officer and chief strategy officer of Luxe Brands. “We take pride in being thoughtful and working with the best-in-class perfumers to bring great products to market, and that’s a part of our success and excites retailers around the world.”
Mia Collins, director of buying, beauty, Harrods, said the launch was “marking a significant milestone in our commitment to delivering the most exciting beauty offerings to our clients. This exclusive worldwide release of XO Khloé embodies Khloé’s unique vision, combining the artistry of perfumery with a modern, trend-forward allure that we know our customers will adore.”
Stateside, the product is launching with Ulta, which has cited fellow Luxe partner Ariana Grande’s fragrances as a growth driver in years past.
“As our guests continue to engage with our differentiated fragrance assortment to help build their wardrobes and allow them to use scent as a way to self-express, we are excited for them to discover the intoxicating scent of XO Khloé,” said Monica Arnaudo, chief merchandising officer of Ulta Beauty, via email. “Khloé has been working on this fragrance for some time, and we are so excited to bring her vision and passion for scent to life through this authentic partnership.”
Bajaj and Dodge credited Kardashian’s “global awareness and global reach” as part of the rationale for launching in multiple markets.
“Khloé is well positioned for long-term success as a key franchise within the portfolio,” Dodge said, noting that while the brand may have a sweet spot in women between the ages of 20 and 30, “the positioning, the positive and aspirational message will go far broader than that to every demographic and every background. Her genuine nature makes her appealing to all age groups.”
The products’ marketing and content will follow suit, Kardashian said, ranging from behind-the-scenes looks at the fragrance’s creation to a Nick Knight-lensed campaign.
“Our goal is to excite consumers around the world with a disruptive experience, and it begins with Harrods, where we have a robust plan of taking over windows, a pop-up, luxurious out-of-home [advertising]. Then, we’ll be with Ulta in the U.S. to roll it out in an elaborate and fun way,” Kardashian said.
“I want people to be along the journey with me,” she continued. “I don’t know if people realize how much work it is to create a fragrance, because I don’t think I knew. But people like a bit of glamour, so they can see the photo shoots. I’m putting out teasers on my socials, you’re going to get CGI videos — being inside of the bottle with the juice. It’s magical, and then we launch at Harrods. My hope is that a lot of it is from my eyes, behind-the-scenes, and you’ll also get a lot of fun.”
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