Starting September 14, 2026, the collection—featuring XO Khloé, Almost Always, and the new XO BLUE—will be available both online and in-store. Through this collaboration with Luxe Brands, Kardashian secures Sephora as her exclusive retail partner in Canada, while simultaneously utilizing the retailer’s massive footprint in Sephora US and Sephora at Kohl’s stores to anchor her North American presence. The strategy serves as a blueprint for future growth in markets including Brazil, India, and across Asia.

To support the rollout, Luxe Brands is deploying a 360-degree media campaign that integrates digital, social, and out-of-home advertising. Chief Marketing and Strategy Officer Noreen Dodge confirmed the push will leverage entertainment adjacencies, specifically linking the fragrance line to the latest season of Hulu’s The Kardashians. For Kardashian, the expansion represents a move beyond her digital media roots, further diversifying a business portfolio that recently added the health-conscious snack brand Khloud Foods.