Khloé Kardashian’s Fragrance Brand Enters Sephora

Khloé Kardashian Fragrances has inked a new retail partner.

Starting Monday, the brand, led by the eponymous reality-star-turned-entrepreneur and made in collaboration with prestige beauty conglomerate Luxe Brands, will launch in 1,300 Sephora and Sephora at Kohl’s doors in the U.S. and enter Sephora Canada, marking its inaugural foray into the territory.

Speaking with WWD, Tony Bajaj, chief executive officer of Luxe, described this expansion as “validation that we’re building something with real momentum and longevity.”

“But I don’t look at Sephora as the finish line,” he continued. “I look at it as another milestone in building a significant global fragrance brand. We have a great product, a highly engaged partner in Khloé and a consumer who is responding. Our job now is to execute and continue earning that consumer loyalty.”

In just under two years, the line — comprising three scents: XO Blue, XO Khloé and Almost Always — has entered Ulta, Harrods, Boots, Superdrug, The Perfume Shop and Myer and inaugurated an exclusive partnership with premium European retailer Douglas in 19 countries. This year, the brand is on track to generate more than $50 million in global retail sales, per industry sources.

What’s the brand’s secret sauce? Bajaj said it’s the natural collaboration between Luxe and Kardashian. “Khloé brings in this extraordinary relationship with her audience, a very clear point of view and genuine involvement in the creative process. What Luxe brings is the infrastructure and experience to translate that into fragrance, packaging, storytelling and a global brand platform.”

Noreen Dodge, chief marketing officer of Luxe, added: “It’s a very saturated market, but Khloé stands apart from many celebrity- or talent-led brands, and I say that because it’s a combination. It’s not an endorsement. It is a combination of cultural influence, aspirational lifestyle, highly engaged consumer communities, and, rather than just relying on her talking about [the brand], she’s involved.”

That said, growing the business hasn’t come without its challenges, especially when it comes to expanding its retail footprint. “We’ve had some constraints on entering certain markets because of the geopolitical situation,” Bajaj said. But the brand is powering through and has its sights set on Brazil, India and Mexico in the coming months.

On experimenting outside of fragrance in the future, Kardashian didn’t immediately shut the idea down. “If we expand into broader beauty down the line, it will happen thoughtfully and organically — focusing on intentional, high-quality products that seamlessly elevate what we’ve built,” she wrote in an exclusive statement sent to WWD.

For now, Kardashian and Luxe are focused on developing their next perfume after launching their latest scent, XO Blue, in June. A sweet and sultry blend of lychee, bergamot, dewy magnolia and creamy coconut, XO Blue was designed as the tropical counterpart to its hero, XO Khloé.