Luxe Brands has announced its collaboration with Khloé Kardashian to create a fragrance range set to launch in the latter half of 2024. Luxe Brands, known for developing Ariana Grande’s fragrances, WWD news.
Khloé Kardashian expressed her readiness to delve into the fragrance category once again, having previously collaborated with her sisters on various projects. However, she emphasized that she is in a different place in her life now and is more hands-on and controlling in her business endeavors.
Luxe Brands plans to roll out the fragrance products gradually, with a select number of offerings launching in the fall of 2024. The assortment will then expand annually, guided by Khloé Kardashian’s vision. The goal is to create intentional and legacy brands within the fragrance category.
While executives did not comment on sales projections, industry sources estimate that the business could achieve a retail sales volume of $80 million to $100 million in its first year. Kardashian’s partnership with Luxe Brands capitalizes on her evolved taste in fragrances, favoring scents that are fresher, brighter, and incorporate musky and clean elements.
Khloé Kardashian’s sisters, Kylie Jenner and Kim Kardashian, have already established their own successful beauty brands.
Kardashian believes that the beauty industry has undergone significant changes since her previous involvement and that consumer behavior has evolved. She recognizes the importance of authenticity in today’s beauty world, where social media has allowed consumers to witness the entire process from development to the final product.
