Julius Young — Founder & Editor-in-Chief, Vantage
Khloe Kardashian's fragrance portfolio launched across 1,300 Sephora and Sephora at Kohl's locations, with Sephora also named exclusive Canadian retailer. Retail footprint, not the name, is the real signal.
Khloe Kardashian's fragrance portfolio, XO Khloe, Almost Always, and XO Blue, launched at Sephora and Sephora at Kohl's locations across the US this week, in partnership with Luxe Brands. The rollout spans roughly 1,300 US locations, and Sephora has also been named the exclusive Canadian retailer, giving the brand a coordinated North American footprint in a single move.
The deal fits a pattern this publication has tracked closely. Kylie Jenner's brand has been rebuilt around retaining ownership. Rhode, Hailey Bieber's skincare brand, sold for a reported $1 billion in 2025 before Bieber followed with a Sephora-anchored push of her own. The through line is the same: the celebrity name gets a founder past the pitch meeting, but the retail partner determines whether the brand becomes a real business.
Getting placed across 1,300 doors at once, alongside an exclusive Canadian arrangement, is a materially different kind of validation than a direct-to-consumer-only launch. It signals Sephora's merchandising team sees sustained demand behind the name specifically in fragrance, at a moment when the celebrity beauty category is increasingly crowded with founder-fronted lines chasing the same formula. Related: Kylie Jenner Bought Back Her Brand