“XO Khloé coming soon,” Khloé Kardashian captioned a gallery of photos on her Instagram grid, teasing fans on Tuesday, November 12. Translation: the reality star-turned-entrepreneur is making business moves. While she hasn’t officially confirmed it’s a fragrance brand, beauty platform Trendmood—known for announcing highly anticipated and surprise launches—reposted Kardashian’s photos with the big news.
NewBeauty first covered Kardashian’s fragrance plans last December. At the time, Cosmetic Business reported that she partnered with luxury perfume maker Luxe Brands to create a fragrance collection for 2024. She even spoke to WWD about her plans: “Doing the whole fragrance—picking the liquid, the color, the bottle—I’ve experienced before, but I’m in such a different place in my life now,” she said. “I’m older, I’m wiser. In business, I don’t look to loan my name out to someone. I’m really hands-on and controlling, which I take as a compliment and this was the right fit.”
Kardashian teased her scent preferences as well, telling WWD, “I love for a scent to be classic and for you to be captivated by it. I like florals, but with a musk so it’s not super feminine, and clean [scents], too.”
As of now, an official launch date, scent notes and packaging details are still under wraps. However, Trendmood hinted that this launch might go beyond traditional eau de parfums. “Looks like she has a lot more planned for us,” Trendmood noted, citing Kardashian’s trademark filings for everything from candles and body lotions to hair and body mists. (NewBeauty verified these details through the United States Patent and Trademark Office (USPTO) website.)
Stay tuned for updates—we’ll be keeping a close watch on the latest from XO Khloé.
