Khloe Kardashian has stripped down to a bikini and wrapped her arms around a chiselled shirtless model in a steamy beach campaign for her new perfume — and the hunky male lead is drawing comparisons to a certain familiar face from the Kardashian universe.
The 41-year-old reality star and businesswoman gets intimate with a buzz-cut model who observers have noted bears a striking resemblance to a cross between her sister Kourtney’s ex-partner Scott Disick and a young Ricky Martin, in the sun-soaked campaign for her third fragrance XO Blue. Kardashian shows off her toned figure throughout, first in a blue one-piece swimsuit and then in a beige crochet bikini top with matching bottoms and unbuttoned low-rise pale blue denim jeans — all shot against a beach backdrop. The campaign was directed by Greg Swales with cinematography by Chevy Tyler.
The fragrance, which Kardashian describes as “a vacation in a bottle,” launches on 14 June — timed deliberately to mark the run-up to her 42nd birthday on 27 June. “XO Blue is the perfect way to kick off my birthday,” she said. “I wanted a scent that captures the energy and happiness of being on a crystal blue beach but lasts all year — bright, effortless, and full of anticipation. To me the first breath of ocean air with the sun reflecting on the water — it’s pure magic.”
XO Blue is the third entry in her solo XO Khloé fragrance portfolio, developed in partnership with Luxe Brands and crafted alongside dsm-firmenich perfumer Clement Gavarry. The scent opens with lychee and bergamot before giving way to magnolia and creamy coconut, with its ocean-blue bottle drawing tropical inspiration from beach destinations including Turks and Caicos and the Bahamas. It is priced at $58 to $80 in the US, launching on Ulta Beauty on 14 June and in stores on 21 June. In the UK it will be available exclusively at Boots from 15 June, with a pan-European launch through Douglas on 22 June priced at €58.99 to €79.
“Khloé has an incredible instinct for what her community wants before they even know they want it,” said Noreen Dodge, chief marketing and strategy officer of Luxe Brands. “With XO Blue, we’ve captured a specific kind of effortless glamour. It’s not just a fragrance — it’s a mood.” CEO Tony Bajaj added that the launch “pushes the boundaries of prestige-meets-accessible beauty.”
Kardashian, who rose to fame on Keeping Up with the Kardashians in 2007 and continues to star in and executive produce The Kardashians on Hulu, has been expanding her business portfolio rapidly. Alongside her fragrance range — which also includes XO Khloé, Almost Always and XO Khloé Hair Mist — she recently launched Khloud Foods, a protein-packed health snack brand, and continues to grow Good American, her inclusive fashion label.
