Khloé Kardashian Calls Her New Scent a 'Vacation in a Bottle' So She Dropped It with a Scorching Hot Campaign (Exclusive)

Allow the beauty entrepreneur to heat up your screen with her steamiest campaign to date for her latest fragrance XO Blue

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Key Takeaways

• Khloé Kardashian is launching her third fragrance, XO Blue, on June 14
• The reality TV star and executive producer talks the making of her new scent inspired by beach vibes, with notes such as lychee and coconut
• Kardashian also opens up about her journey as a beauty entrepreneur, sharing that creating fragrances has helped push her out of her comfort zone

Khloé Kardashian is celebrating her birthday month with her boldest scent yet.

On June 14, Kardashian launches her third fragrance XO Blue on ulta.com. The fragrance, priced $58 – $80, hits Ulta Beauty shelves June 21.

The scent follows XO Khloé, which launched in December 2024 and Almost Always, which launched in November 2025.

The star, 41, announced the news with a scorching hot Instagram post on June 9.

"It's great to kick off my birthday month with a new fragrance." Kardashian, who turns 42 on June 27, tells PEOPLE exclusively, adding, "It's a beautiful thing."

Kardashian admits that if you had asked her before her debut solo fragrance launch 18 months ago if she ever thought she would be building a scent empire, the reality TV star turned entrepreneur would share her doubts.

"The first one was terrifying and so scary," she shares. "If you would've said, 'Would you do another one, and a third one?' I'd be like, 'I don't know if I could handle that.'"

But once she got into the groove, she says, it "gave me some confidence that I think I needed a little bit" to make a statement in the space. With Xo Blue, "something definitely clicked. It was a much more seamless process."

With summer timing in mind, Kardashian had a vision: "I want to do [something] tropical."

“I was hearing from some of the consumers, and they wanted something a little more powerful, something a little out of my wheelhouse. So I really leaned into summer with all these [notes]  that to me screams summer: lychee and coconut and magnolia petals,” she says.

The scent, which she created with dsm-firmenich Perfumer Clement Gavarry, also has notes of bergamot and airy woods.

"This one, in my opinion, is definitely a vacation in a bottle. "It has more of a punch, but is still light in the same breath. I think you think about laying on the beach and having a piña colada when you spray yourself with this," she says.

One thing Kardashian was clear on as she got her footing on this new ground was, “I knew I wanted to do a trilogy of my bottles.”

For her third launch, Kardashian had already decided, "I wanted a scent that captures the energy and happiness of being on a crystal blue beach but lasts all year," she said in a release. To drive home that vibe, she told the team, "You know what? Let's dye the bottle. Let's do blue." 

Ahead of her debut in 2024, Kardashian told PEOPLE what influenced its geometric shape. “When I started [designing] it, I had a Pinterest board of interior design things I had been creating for years. So much of it was heirlooms and even some things of my own, and I do have jewelry of my grandmother on my dad's side, that I took inspiration from,” Kardashian explained at the time.

The design, she continued, “resembles glamour and elegance and sexiness, but [also that] you're shining. It's this crystal bottle with a lot of angles and cuts in it. You have all these prisms if you hold it in the light, and it's beautiful.”

Kardashian says XO Blue makes her feel “sensual.” 

“I feel like I'm that girl in this. I'm the most badass version of myself. And just a little more sexy [and] confident. You definitely feel like you want to have less clothes on. That's how I feel. I think it's because it's more powerful than what I would typically wear, but I love that.”

The executive producer “loves” that the aroma pushes her out of her comfort zone.

“I am a creature of habit in almost every area of my life. I can be a little rigid, if you will. So, I'm not someone that rotates her scents a lot. I like just what I like. But, being on the side and creating new scents and new fragrances [with Luxe Brands], it’s really fun and it's pushing me outside my box.”

Kardashian reflects on the 18 months since she launched her debut solo scent, and what she’s learned from being a beauty entrepreneur.

“I'm hard on myself,” she admits. “I want to do so well. I want to make everyone proud. I'm not just like, ‘Oh, let's try this today.’ My point is to stay in this space. It's not like next year we're going to talk about something else. If we are talking about something else, it's on top of this,” she says. 

The Kardashians star has previously created fragrances with her sisters. She says “doing it on my own” without them is “so weird.”

“I know I'm in my 40s, but we have grown up in this industry together for so many years that it is so easy to find that crutch in one another and in a way we're each other's security blankets. And so, I'm a big girl now and I don't have that. There's nothing bad about having that, but it is such a beautiful thing that I am strong and empowered and I'm making my own decisions. I'm still learning and I have so much to learn and I have so much to grow, but it's so fun being a part of this journey, she shares, adding, “I do take all of this so seriously and I think it's given me a different level of confidence."

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The mom of two to daughter True, 7, and son Tatum, 3, says she feels most “proud” when she is able to show her children the fruits of her labor.

“Being able to go into an Ulta store and have my kids be proud of me and my nieces and see these things like that just makes it worth all of the nerves and anxiety.”

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