They say the third time’s a charm, and Khloé Kardashian proved just that with the launch of her latest fragrance, XO Blue, which debuted alongside a striking campaign video. XO Blue arrives at Ulta beauty on June 14, just in time for summer.
The 41-year-old looked incredible in a metallic blue swimsuit that featured a plunging neckline with a thong silhouette in the promotional video. Khloé's luscious brunette locks were styled into beach waves while her makeup was left natural and radiant, courtesy of a bronze eye and a nude lip. The swimsuit was styled with statement silver bangles for an ethereal finish.
The video opens with Khloé posing on a beach surrounded by coconuts, spotlighting the crystal-blue perfume bottle. In the next scene, once it begins to rain, she changes into a nude crochet bralette paired with low-rise jeans folded over at the waist. The video concludes on a sensual note as a shirtless Brandon Good appears on screen, embracing Khloé against the rocky shoreline, bringing the mermaid-inspired campaign to a close.
"XO BLUE is all about vacation, escape and fun – a feeling I never want to end. I am so excited to share this campaign with all of you and hope you let XO BLUE transport you away @ultabeauty app early access 6.12 @ultabeauty 6.14 @Bootsuk 6.15 @douglas_cosmetics 6.22 Director @Gregswalesart Cinematographer @shootchevytyler Production @agpnyc Hair @justinemarjan Makeup @melissa.hurkman Styling @makkaroo @rosegrandquist Nails @nailsbyzola Glow @skj Model @goodbhavior," read the social media caption.
XO Blue combines sweet and seductive notes of lychee, bergamot, dewy magnolia, and creamy coconut, creating a fragrance that is both fresh and alluring. The fragrance follows on from Khloé's first perfume launch XO Khloé in December 2024 and her second, Almost Always, in November 2025. The scent is made in partnership with perfumer Clement Gavarry and Luxe Brands.
"Having the bottle be blue was a nonnegotiable," Khloé told WWD. 'We also tried to come up with all these creative, clever names, and I was like, 'No, let’s do XO Blue.' The fragrance is so transportive, so vacation, so tropical, in my opinion. It all made sense."
© XO Blue"I have always been a creature of habit and, dare I say, a little more rigid," she admitted. "I don’t really explore, I sort of wear the same scent. The consumers pushed me into wanting to do something new and do something that I don't think I typically would go out and smell and wear, and it was so fun. It's so fun to be transported, it’s so fun to try new things."
© XO BlueShe continued: "I love that when you wear new scents, you feel new about yourself, you exude or evoke a different personality. You channel somebody else. So, when I am trying all these new scents, which I do like, not all of them, some I don’t like, but then when I go back to one of my OGs, I’m like, 'OK, we still got it, we're still here, and I'm still in love with you.'"
Khloé has her sights set on expansion, and is already planning her next launch. "I'm excited to push myself in a way that I haven’t before, and I'm excited for the next – hopefully the next – one to have a different bottle and just do more. I really want to switch it up completely," she explained.
