- Khloé Kardashian and Luxe Brands have launched XO BLUE, Khloé's third fragrance, a beach-inspired scent built around lychee, bergamot, magnolia, coconut, and sheer woods, co-created with dsm-firmenich perfumer Clement Gavarry.
- XO BLUE rolls out on the Ulta Beauty app June 12, on Ulta.com June 14 ($58–$80), and in Ulta stores June 21; UK-exclusive at Boots starts June 15, with a pan-European Douglas launch June 22 (€58.99–€79.00).
- This is the third fragrance from Khloé Kardashian x Luxe Brands, following XO Khloé and Almost Always, both of which sparked competitive bidding among major global retailers for exclusivity.
- Luxe Brands also manages celebrity fragrance lines for Ariana Grande and Nicki Minaj, cementing its position as a go-to partner for celebrity-driven prestige beauty.
Khloé Kardashian is expanding her beauty footprint. On June 10, 2026, her birthday, Khloé and Luxe Brands officially debuted XO BLUE, her third fragrance and the latest addition to a celebrity scent portfolio that has already outpaced expectations at retail.
Co-created with dsm-firmenich perfumer Clement Gavarry, XO BLUE opens with lychee and bergamot, blooms into dewy magnolia and coconut, then settles into a whisper of sheer airy woods.
Luxe Brands has built a notable celebrity fragrance roster that also includes Ariana Grande, whose LOVENOTES line expanded exclusively at Sephora, and Nicki Minaj, underscoring the company’s grip on the pop-culture fragrance market.
For Khloé, XO BLUE lands amid a packed brand run. She recently signed on as brand ambassador for It’s a 10 Haircare and partnered with Fabletics on its PureLuxe Push-Up Bra launch, adding to a portfolio that already includes her inclusive fashion brand Good American and her health-forward snack label, Khloud Foods. She also continues as star and executive producer of The Kardashians on Hulu.
XO BLUE previews on the Ulta Beauty app June 12, goes live on Ulta.com June 14, hits US stores June 21, launches at Boots UK June 15, and rolls out across Europe via Douglas on June 22.
Takeaways
Khloé Kardashian and Luxe Brands are doing something the celebrity fragrance space rarely pulls off, building genuine retail momentum, not just a one-launch splash. The fact that major global retailers competed for exclusivity on XO BLUE tells you the first two scents actually moved product.
Paired with Khloé’s simultaneous moves in haircare (It’s a 10), activewear (Fabletics), and food (Khloud Foods), this is a celebrity building a real multi-vertical business, not just licensing her name.
For Luxe Brands, anchoring a third Khloé scent, alongside active Ariana Grande and Nicki Minaj portfolios, makes them one of the most talent-dense fragrance houses in prestige beauty right now.
Can Khloé sustain retail exclusivity pressure across three active scents, or does expanding the portfolio risk diluting the urgency around each launch? Could a fourth fragrance, or a full Khloé beauty line under Luxe Brands, be the logical next move given the retail traction this partnership has generated?
