Khloé Kardashian Debuts XO Blue in Partnership with Luxe Brands

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. 

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 lychee and bergamot, giving way to a heart of magnolia and coconut. It has a base of airy woods to create a scent that is light, addictive, and irresistibly unforgettable.

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.

Noreen Dodge, Chief Marketing Officer and Chief Strategy Officer of Luxe Brands, said,

“Khloé has an incredible instinct for what her community wants before they even know they want it. 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.”

This new scent comes in a square light blue bottle that has been etched with a gem-like finish. 

Khloé Kardashian added,

“XO Blue is the perfect way to kick off my birthday. 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.”

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