Khloé Kardashian, renowned entrepreneur and reality television star, has recently collaborated with Luxe Brands to create her very own line of fragrances. This partnership marks an exciting venture for both parties involved, as it combines Khloé’s keen sense of style and business acumen with Luxe Brands’ expertise in the luxury fragrance industry.
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The company is collaborating with Khloé Kardashian on a fragrance line that will debut in the second half of 2024. It is also the creator of Ariana Grande’s signature scents.
Speaking with WWD, she had this to say; “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.”
The success of Good American, the brand she cofounded with Emma Grede in 2016, also gave her the confidence to try something new. “Now that Good American is not so much of a baby, I can take on other projects that are passionate to me. I won’t commit to something if I can’t give it 500 percent.”
Kardashian has joined the ranks of recent celebrities to launch fragrances, including Millie Bobby Brown, Beyoncé, and Lionel Messi. According to Luxe Brands CEO Tony Bajaj, the business has been looking for a new fragrance partner recently.
“It is key for our partner to be totally in lockstep with their audience,” said Bajaj. “We have to ensure that any kind of talent shares the same vision and takes an entrepreneurial and forward-thinking approach with us. Khloé happened to be at the top of our list.”
Added Noreen Dodge, chief marketing officer of Luxe Brands, “What we try to do is make sure the brands we’re building are intentional and are legacy brands for the category.”
To that end, products will start rolling out next year, and the assortment will fill out on an annual basis. “We are going to be thoughtful in how we roll it out. It will be global, it’ll begin with a select number of products that will launch in the fall of 2024, and we will have innovation on an annual basis,” Dodge said. “Whether that looks like a completely new pillar or something else depends on Khloé’s vision.”