Khloe Kardashian is partnering up with renowned beauty company Luxe Brands to create a new line of fragrances slated to drop in the second half of 2024.

In an interview with WWD, the Keeping Up With the Kardashians star explained that it was time to give fragrances another sH๏τ, following previous collaborations with her sisters.

“Doing the whole fragrance — picking the liquid, the color, the bottle — I’ve experienced before, but I’m in such a different place in my life now,” she explained.

Considering herself wiser and older to take on the challenge, Khloe shares that she doesn’t look to loan her name out to someone. “I’m really hands-on and controlling, which I take as a compliment, and this was the right fit,” she added.

Good American, a women’s apparel brand Kardashian kickstarted with Emma Grede, was also an important factor that led to her decision to create a fragrance line.

“Now that Good American is not so much of a baby, I can take on other projects that are pᴀssionate to me. I won’t commit to something if I can’t give it 500 percent,” she explained.

Kardashian is the latest celebrity to join Luxe’s recent celebrity fragrance entrants, including pop sensation Ariana Grande, who released “Cloud Pink” under the brand earlier this year.

Tony Bajaj, Luxe Brands CEO, said the company had been searching for another fragrance partner in recent years. “It is key for our partner to be totally in lockstep with their audience,” said Bajaj.

“We have to ensure that any kind of talent shares the same vision and takes an entrepreneurial and forward-thinking approach with us. Khloé happened to be at the top of our list,” he concluded.

Khloe’s new fragrances will launch in the fall of 2024, with the brand aiming for a global rollout starting with a select number of products.

“Whether that looks like a completely new pillar or something else depends on Khloé’s vision,” Luxe Brands CMO Noreen Dodge stated.

Beauty Runs In the Blood

With a family all too familiar with the beauty industry, Khloe believes her own tastes have evolved.

“I love for a scent to be classic and for you to be captivated by it. I like florals, but with a musk, so it’s not super feminine, and clean [scents], too,” she shared.

Kylie Jenner and Kim Kardashian launched their beauty brands Kylie Cosmetics and KKW Beauty in 2015 and 2017, respectively.

Khloé Kardashian, having absorbed valuable insights from her family’s ventures, highlighted the scale of changes in the beauty industry and consumer behavior, emphasizing the transparency brought about by social media, where authenticity plays an important role.

“The audience is so aware. The beauty world used to be mysterious and elusive, and through social media, we now let people into the beginning, middle and end… People can tell when you’re just loaning your name to something, and that’s beautiful because I am so hands-on and so are my siblings. We genuinely have to wear it, believe in it, love it and relate to it,” Khloé concludes.