Khloé Kardashian is leaning fully into vacation mode for her latest fragrance launch.
The reality star and businesswoman unveiled XO Blue, her third fragrance, with a beach-set campaign that puts summer escape front and center. The scent arrives at Ulta Beauty on June 14, just in time for peak warm-weather shopping.
The campaign video shows Kardashian in a metallic blue swimwear look as she poses near the shoreline with the crystal-blue perfume bottle.
The message is clear: XO Blue is meant to feel like a getaway.
Khloé Kardashian Goes Full Beach Glam
The video opens with Kardashian posing on a beach surrounded by coconuts, while the new XO Blue bottle takes center stage.
Her look matches the campaign’s cool, tropical mood. She wore a metallic blue swimwear piece styled with silver bangles, while her brunette hair was left in soft beach waves. Her makeup stayed radiant and natural, with bronzed eyes and a nude lip.
The campaign later shifts into another relaxed seaside look, with Kardashian wearing a crochet-style top and low-rise jeans as the scene turns rainy.
Model Brandon Good also appears in the campaign, sharing a close moment with Kardashian as the mermaid-inspired video comes to an end.
“XO BLUE is all about vacation, escape and fun, a feeling I never want to end,” Kardashian wrote in her social media caption.
XO Blue Is Built Around A Tropical Mood
XO Blue combines notes of lychee, bergamot, dewy magnolia, and creamy coconut. It was created in partnership with perfumer Clement Gavarry and Luxe Brands.
The fragrance follows Kardashian’s first perfume, XO Khloé, which launched in December 2024, and her second scent, Almost Always, which arrived in November 2025.
For Kardashian, the blue bottle was central to the entire concept. “Having the bottle be blue was a non-negotiable,” she told WWD.
She said the name also came naturally after the team considered other options. “We also tried to come up with all these creative, clever names, and I was like, ‘No, let’s do XO Blue,’” Kardashian said. “The fragrance is so transportive, so vacation, so tropical, in my opinion. It all made sense.”
Kardashian Says Fans Pushed Her To Try Something New
Kardashian admitted that she usually sticks to what she knows when it comes to scent. “I have always been a creature of habit and, dare I say, a little more rigid,” she said. “I don’t really explore, I sort of wear the same scent.”
But she said consumers helped push her into a new direction. “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,” Kardashian said.
She also described fragrance as a way to shift mood and personality. “I love that when you wear new scents, you feel new about yourself,” she said. “You exude or evoke a different personality. You channel somebody else.”
Khloé Is Already Thinking About What Comes Next
XO Blue may be the latest launch, but Kardashian is already looking ahead.
She said she wants to keep expanding her fragrance line and push herself further with future releases. “I’m excited to push myself in a way that I haven’t before,” she said.
Kardashian also teased the possibility of a different bottle design next time. “I’m excited for the next, hopefully the next, one to have a different bottle and just do more,” she explained. “I really want to switch it up completely.”
For now, XO Blue is her summer statement.
The campaign has the beach, the blue bottle, the tropical scent, and the glossy visual drama that Kardashian knows how to sell. And with her third fragrance, she is making it clear this is no longer a one-off beauty experiment. It is becoming a full fragrance lane.
