THE WHAT? Luxe Brands has announced that it will partner with Khloe Kardashian to launch a new fragrance line in the second half of 2024. The fragrance will be Khloe Kardashian’s first standalone scent – the reality television star has released perfumes together with her sisters in the past.

THE DETAILS In an interview with WWD, the owner of Good American said that she was ‘older and wiser’ and ready to give her all to a new project.

The fragrance line will make its debut with a select assortment of products next fall and will be rolled out worldwide. Further products will be launched annually.

THE WHY? Tony Bajaj, CEO of Luxe Brands, told WWD, “It is key for our partner to be totally in lockstep with their audience. We have to ensure that any kind of talent shares the same vision and takes an entrepreneurial and forward-thinking approach with us. Khloe happened to be at the top of our list.”