The partnership with Luxe Brands serves as a launchpad for a broader international strategy, with plans to introduce the collection into beauty markets in Mexico, Brazil, India, and Asia. By securing exclusive retail status in Canada and a massive footprint in US Sephora and Sephora at Kohl’s stores, the company aims to leverage the retailer’s established consumer base to scale the brand globally.

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 noted that the promotion will include high-impact placements alongside the new season of the Hulu series The Kardashians. The collection will be available both in-store and online starting today, aiming to capitalize on the growing demand for prestige scents through a mix of traditional retail presence and celebrity-driven media visibility.