Khloé Kardashian and Luxe Brands are joining forces to launch their fragrance line in 2024, according to exclusive sources from BEAUTY INC.
The renowned company Luxe Brands, known for its fragrances featuring Ariana Grande, has announced a new collaboration with celebrity Khloé Kardashian. Exclusive information from BEAUTY INC reveals that Kardashian’s fragrance line will be unveiled in the second half of 2024.
Khloé, who has previously collaborated with her sisters on similar projects, expressed her excitement about embarking on fragrance creation in this new stage of her life. “I’m in a different place now. I’m older, wiser. I don’t lend my name to just anyone. I’m very practical and hands-on, and this was the right choice,” she affirmed.
The success of her brand, Good American, co-founded in 2016, has given her the confidence to venture into new projects. “Now that Good American has grown, I can dedicate myself to other passions. I don’t commit if I can’t give 500 percent,” Kardashian added.
Luxe Brands, led by CEO Tony Bajaj, was seeking a fragrance partner who shared the vision and entrepreneurial focus. Noreen Dodge, CMO of Luxe Brands, emphasizes the intention to build legacy brands in the category.
The fragrances, in line with Khloé’s evolving taste towards fresher and brighter scents, will globally debut in the fall of 2024. The annual strategy will include innovations according to Khloé’s vision. Although executives did not comment on sales, it is estimated that the line could reach retail sales of $80 to $100 million in its first year.
Khloé Kardashian, learning from her sisters’ success in the beauty world, underscores the importance of authenticity in the current era. “The audience is very aware. Beauty used to be mysterious, but through social media, we now allow people to be part of the entire process,” Khloé concluded, anticipating a new chapter in her foray into the beauty industry.
