Khloé Kardashian launches debut fragrance in UK

Khloé Kardashian has unveiled her first-ever signature fragrance, launching today in the UK at luxury retailer Harrods.

Developed in partnership with Luxe Brands, XO Khloé draws inspiration from the Kardashian - "capturing her positive spirit and the light she shares with everyone".

As part of this, the brand attempts to deliver an upscale fragrance that stands at the intersection of luxury, experiential storytelling, and high-end perfumery.

"Creating this fragrance has been such a special journey for me. I take a hands-on approach to any project I am involved in, and I wanted every detail of XO Khloé to feel intentional and purposeful," said Kardashian.

"From the bottle to the campaign – I was fully integrated into the process from start to finish. I'm especially proud of the scent, it was something we spent a lot of time on to make sure it was perfect, and I'm so happy with the final product. I'm excited to share it with everyone."

It reflects a collaboration from master perfumer Alberto Morillas and senior perfumer Clément Gavarry of Firmenich, who worked together to create the scent.

Addictive and sensual, XO Khloé is a floral fragrance that "indulges the senses" with a delicate bouquet of crystallised rose petals, a touch of praline, sexy musks and soft woods.

Noreen Dodge, Chief Marketing Officer and Chief Strategy Officer of Luxe Brands, said: ""Khloé is one of the most influential people in the world. We know she has the power to both disrupt and accelerate the fragrance category."

Tony Bajaj, CEO of Luxe Brands, added: "From the beginning, we set an unwavering goal to develop high-quality fragrances that inspire consumers with best-in-class execution and next-level innovation for the long-term.

"We are honoured to partner with Khloé on a brand proposition that surpasses these expectations. Her strategic and forward-thinking approach is evident in all aspects of this launch. And the demand has been unprecedented – we look forward to the rollout in Spring 2025 and beyond."