Khloe Kardashian Is Entering Her Beauty Founder Era With New Fragrance
Khloe Kardashian announced she’s launched a line of fragrances in 2024. “I love for a scent to be classic and for you to be captivated by it,” she teased.
Khloe Kardashian has a scent-sational new gig.
The Kardashians star recently announced she’s venturing into the beauty world with a new fragrance line that will launch in the latter half of 2024.
“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,” Khloe told WWD in an interview published Dec. 18. “I’m older, I’m wiser.”
For the Good American founder, creating a perfume this time around has been a lot more intentional.
“In business, I don’t look to loan my name out to someone,” she noted. “I’m really hands-on and controlling, which I take as a compliment, and this was the right fit.”
Khloe—who partnered with Luxe Brands, the same company that creates Ariana Grande‘s namesake fragrances—revealed the type of scents fans can expect from her upcoming line.
“I love for a scent to be classic and for you to be captivated by it,” the reality TV star shared. “I like florals, but with a musk so it’s not super feminine, and clean [scents], too.
While her signature perfume has evolved over the years, so has her outlook on cosmetics. And it’s a sentiment she believes has rippled through the beauty community.
“The audience is so aware,” she explained. “The beauty world used to be mysterious and elusive, and through social media, we now let people into the beginning, middle and end.”
Frank Micelotta/ShutterstockShe continued, “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.”
Of course, her sisters Kylie Jenner and Kim Kardashian are well versed in the beauty industry. After all, they’ve had their own brands since 2015 and 2017, respectively.
It’s clear Khloe has not only been taking notes from her sisters, but she’s doing her own research, too.
“We’ve absorbed so much knowledge,” Khloe said of her family’s businesses. “I have my own little focus group of people I can ask questions to.”
Khloe isn’t the only celebrity to enter the beauty space in recent years. Keep reading to see all of the stars who have released their own lines.
Rob Latour/ShutterstockThe Modern Family alum debuted her beauty line called Toty with daily essentials—a CC cream, compact, serum and more—that prioritize suncare protection. “Growing up in Colombia, my life revolved around being outside in the sun,” the actress said in a press release. “I loved the sun, but little did I know, the sun wasn’t loving me back! Once I learned the true benefits of suncare and protecting my skin from sun damage and photoaging, I was hooked. I created toty with the idea that suncare should be an effortless part of your daily beauty routine—it’s my biggest beauty secret.”
Dave J Hogan/Getty ImagesThe Grammy winner teased she’s launching a new haircare line.
“How many of y’all knew my first job was sweeping hair in my mama’s salon?” Beyoncé captioned her May 16 Instagram. “Destiny’s Child got our start by performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon. I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls.”
“Having learned so much on my hair journey,” she added, “I’ve always dreamed of carrying on her legacy. I can’t wait for you to experience what I’ve been creating.”
Nick Agro/A.M.P.A.S.On Sept. 21, the Oscar winner announced Le Domaine—a luxury skincare line that the brand describes as “science-meets-nature.” Brad’s compnay offers everyday essentials, including a face cream, cleanser and serum that ranges between $80-$385.
Paras Griffin/Getty Images for Strength Of A Woman Festival & SummitThe “Goodies” singer debuted her skincare brand, OAM—an acronym she created for the phrase “on a mission”—on Sept. 15. “You’ve been asking,” she teased in an Aug. 29 Instagram, “and here it is. Meet my secret sauce.” Her line will feature five vitamin C-infused products, including a serum, eye cream and cleanser (to name a few).
Laurent Vu/SIPA/ShutterstockThe model released Rhode Skin in 2022 to much success as her three-product line completely sold out after it hit online shelves. Fans are still eagerly awaiting a restock on the gel serum, moisturizer and lip treatments.
Rich Fury/Getty Images for SpotifyThe singer launched GXVE by Gwen Stefani in March 2022, giving fans lipsticks in her signature red, eyeshadows in everyday colors and more. She rounded up her debut line with a face oil, brow products and liners in electrifying shades.
David Fisher/ShutterstockFrom vibrant liquid eyeshadows in holographic purples to universally flattering lip stains, Ariana Grande‘s r.e.m. beauty has everything you need to look out-of-this-world. In addition, the pop star recently entered the body care space with a collection featuring lotions, body washes and more.
Gregg DeGuire/WireImageThe model-turned-mogul launched Rose Inc. with a unique vision in mind: To blend “efficacy and ethics in cosmetics and skincare,” according to her site. The brand’s initial release included products such as concealer, serum, blush and lipstick, so you can easily create an effortless look in minutes.
Anthony Harvey/ShutterstockAfter collaborating with top cosmetics companies, the music sensation decided to release her own, Treslúce Beauty. She launched an eye collection first, which included an eyeshadow palette, eyeliners and falsies. Speaking to E! News in September 2021, she opened up about this exciting new chapter, sharing, “There’s been something in the air for me, as a creative person, that felt it was just time.”
InstagramWeeks after announcing they were pregnant in January 2021, the singer debuted their very own beauty brand: About Face. From a collection of wildly colorful eye shadows, dazzling highlighters and a range of liquid lipsticks, Halsey described their line as “make u(p) without rules.” They also debuted a spinoff brand, af94, which is full of beauty products under $10.
Han Myung-Gu/WireImageThe one and only Rihanna changed the game when she came out with her Fenty Beauty line in 2017. Not only did she release 40 foundation shades, which was sadly unheard of at the time, but she has since created innovative and exciting products. She also released Fenty Skin and has Fenty Hair on the horizon.
Tibrina Hobson/Getty ImagesIn February, Selena announced Rare Beauty and it finally launched in September 2020. The brand’s initial release featured a 12-range lineup. From foundation, makeup tools and liquid lipsticks to liquid liner, blushes and more, Rare Beauty has all your bases covered.
Theo Wargo/WireImageMother Monster delighted her fans when she released her own cosmetics brand, Haus Laboratories, in 2019. While the songstress is no stranger to the beauty world, she decided to create something for everyone. From glimmering lipsticks to long-lasting shadows, her makeup has become a holy grail. And in June 2022, Lady Gaga “re-imagined” her brand with completely new products, a new retailer and more.
Matt Winkelmeyer/Getty ImagesKnown for his daring fashion, it’s no surprise that Harry Styles entered the beauty space in full force. Welcome, Pleasing—a line that offers fun nail polish shades, a unique roller duo to refresh your eyes and lips and an illuminating serum.
Mike Lawrie/Getty ImagesThe actress has been killing it in the fashion game with her New York & Co. line, so it makes sense she’d enter the beauty industry with one amazing brand. She released Flawless by Gabrielle Union, a haircare line that features products for “textured hair, protective styles and wigs.” She and husband Dwyane Wade also introduced Proudly, a line made for melanated babies.
Craig Barritt/Getty Images for Bergdorf GoodmanNearly a decade after debuting her eponymous fashion label, the former Spice Girls member launched her namesake beauty brand. From shimmery (and crystal-infused) eyeshadows to high-quality serums, Victoria’s line blends luxury with glamour.
Craig Barritt/Getty Images for TargetIn early 2020, the actress overjoyed fans with her eponymous haircare line, TPH by Taraji. Luckily, the brand’s lavish yet inexpensive product range is available at Target. Best of all? The Empire star keeps blessing us with fun tutorials on her Instagram. In 2022, she released a body care collection full of lotions, oils, body wash and so much more.
George Pimentel/Getty Images for KORA OrganicsThe supermodel finally shared her beauty secrets with us normals when she launched Kora Organics. Skincare lovers are fans of the brand’s Noni Glow Face Oil, Noni Glow Sleeping Mask and Noni Night AHA Resurfacing Serum. Plus, some products are made with crystals. Now that’s magical!
Getty ImagesFans can finally get that iconic J.Lo glow now that the star has officially dropped her eponymous beauty line. From a luminous complexion booster to a power-packed face serum, the singer has all your essentials covered.
Jonathan Leibson/Getty ImagesIt’s safe to say Gwyneth’s name is synonymous with Goop. After building her lifestyle and wellness empire, entering the beauty world was a natural next step. From power-packed face serums to unique body tools, the brand is chock-full of luxury products.
Adrian Edwards/GC ImagesThe singer entered the beauty space with a vision of how important self-care is. Keys Soulcare released with three key products: a gentle moisturizer, a crystal-infused roller and a relaxing candle.
Michael Loccisano/WireImageThe supermodel debuted her inclusive makeup line in 1994. Since then, Iman’s namesake brand continues to be a force in the industry with its diverse collection of products that caters to Black, Indigenous and people of color.
Noel Vasquez/Getty ImagesIn September 2022, the Blink-182 drummer announced that he expanded Barker Wellness into skincare, introducing products such a face serum, eye cream, moisturizer and more. He exclusively told E! News the product he loves to use when it’s cold, sharing, “The Renewal Balm is amazing year-round but especially a great go-to for the months where it may be a little drier. It’s packed with hydrating and rejuvenating ingredients.”
Jason Merritt/Getty ImagesFamous for her tear-dripping mascara on The Hills, it makes sense Lauren Conrad would step into the beauty space. For her initial launch, LC released a range of lipsticks, a gloss, a liquid liner and more. Best of all? Her line is vegan, cruelty-free and made with eco-friendly packaging.
Bruce Glikas/WireImageLike many expected, the singer’s eponymous beauty brand is full of whimsy and fun. From a wildly colorful eyeshadow palette to electrifying packaging, Kesha Rose is anything but basique. Plus, her products are cruelty-free, vegan and PETA-certified.
Rodin Eckenroth/WireImageThe Real Housewives of Beverly Hills star can now add beauty mogul to her ever-growing resume! And in true Lisa fashion, her first-ever collection for Rinna Beauty featured three gorgeous lip kits—each including lipstick, gloss and liner.
Anthony Harvey/REX/ShutterstockFeeling like a material girl? Madonna’s beauty brand has you covered. Named after her moniker and 2012 album, MDNA Skin, is luxury in a bottle—literally, as the line includes products in the $150, $200 and $600 range.
Stefanie Keenan/WireImageThe actress launched her makeup brand, Honest Beauty, in 2015—and it’s been a household staple since. Some fans faves from her line: the smudge-proof liquid lipsticks, the dual-ended mascara and primer and face masks.
Wesley Hitt/Getty Images for WalmartThe Golden Globe-winning actress first launched her Flower Beauty brand back in 2013. Since hitting the shelves, people have raved about its highly-pigmented blushes, nourishing lipsticks and durable setting sprays. Plus, most items cost fewer than a cocktail!
Chris Pizzello/Invision/AP/ShutterstockWhen it comes to beauty and fashion, Tracee Ellis Ross is always leading the way with her fun, fabulous and fierce lewks. So it was easy to see why she came out with her haircare line, Pattern. As the brand put it, it’s “here to fulfill the unmet beauty needs of the curly, coily and tight-textured hair community.”
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