Khloé Kardashian has done it again. Just weeks after the internet was still buzzing about Almost Always, the reality star and entrepreneur dropped XO Blue, the third fragrance in her XO Khloé collection. It launched exclusively at Boots in the UK on June 15th 2026, and if the noise online is anything to go by, this one is already dividing fragrance fans in the most interesting way.
We have gone through everything: the official notes, real buyer reviews from Fragrantica, TikTok chatter, and the press launch details to give you the most complete, honest picture of XO Blue before you spend your money.
What Is XO Blue?
XO Blue is the third pillar in Khloé Kardashian’s fragrance portfolio, launched in partnership with Luxe Brands in June 2026. It was created in collaboration with perfumer Clément Gavarry and was inspired by Kardashian’s love of tropical destinations such as Turks and Caicos and the Bahamas.
Khloé described the inspiration simply: “It’s white sand, it’s the Turks turquoise water. It’s absolutely beautiful. It’s what I envision when I wear this.”
The bottle, which Khloé says was a creative non-negotiable, is a sleek blue flacon that fits neatly into the XO collection aesthetic. The campaign was photographed by her longtime photographer Greg Swales and features Kardashian in a tropical setting.
The Scent Notes: What Does XO Blue Actually Smell Like?
Top notes open with bergamot essence, a touch of lychee, and ambrette. The heart is built around solar amber, magnolia petals, and frangipani petals. The dry down settles into woody coconut and cedarwood essence.
On paper, this reads as a sun-drenched tropical floral with a creamy, woody base. In reality, it is a little more nuanced than that, and what you get on skin depends heavily on your skin chemistry.
Read Also>>>Almost Always by Khloé Kardashian
The opening is bright and citrus-led. The bergamot comes in sharp and clean, with the lychee adding a soft, juicy sweetness rather than an aggressive fruit punch. As it warms up, the magnolia and frangipani take over to create a soft, dewy floral heart that is feminine without being powdery. The coconut in the base gives a gentle, sun-kissed warmth rather than a thick tropical sweetness. It does not smell like sunscreen or an artificial coconut cocktail. It smells like the warm skin of someone who has been sitting in the sun all afternoon.
The overall effect is clean, wearable, and quietly addictive.
What Real Buyers Are Saying
The fragrance community has been vocal, and the opinions are genuinely split in an interesting way. Here is the honest picture from real reviews across Fragrantica, TikTok, and beauty forums.
The people who love it say:
One Fragrantica reviewer called it their favourite in Khloe’s entire line, writing that the scent is beautifully blended, soft without being too light, and that the coconut drydown gives a warmth that reads almost like vanilla without actually containing it. They noted it could easily be a signature scent worn anywhere, any time.
Another compared it favourably to Baccarat Rouge 540, noting it has a similar vibe but sweeter and more accessible. On TikTok, that comparison has been doing the rounds, and for a fragrance at a fraction of the price of BR540, that is a significant compliment.
Several reviewers highlighted the unisex quality of the scent. It leans feminine but has a musky, woody base that means it works beautifully on all skin types. One reviewer noted it is an ideal office scent or bedtime fragrance: inoffensive to everyone around you, comforting to wear yourself.
The people who were less convinced say:
Some buyers expected something more explicitly tropical and aquatic based on the marketing, and found the actual scent to be softer and more amber-musky than the bottle and campaign suggested. One Fragrantica reviewer called it candied and vanilla-leaning rather than fresh and oceanic.
A few reviews flagged lighter longevity compared to XO Khloé and Almost Always, noting it fades faster in heat, making it better suited to cooler weather or indoor wear. The opening was described by one reviewer as slightly plasticky before it settles, though this faded quickly on warm skin.
The consensus from the fragrance community is solid without being unanimous: XO Blue is a beautiful, wearable fragrance, but Almost Always remains the standout of the three for longevity and uniqueness. XO Blue is the easy, crowd-pleasing, everyday option in the collection.
How Does It Compare to XO Khloé and Almost Always?
If you are new to the XO Khloé fragrance world, here is how the three sit alongside each other:
XO Khloé (the original, 2024) is a sensual musky floral with crystallised rose petals, praline, and soft woods. It is bold, warm, and skin-close. Think date night or evening wear. Boots rates it 4.2 out of 5 from 25 reviews.
Almost Always (2025) is the most complex of the three. Star jasmine, orange blossom, lavender, skin woods, and solar musks create a fragrance that is simultaneously airy and deeply addictive. This is the one that fragrance lovers consistently call the best of the collection for longevity and originality.
XO Blue (2026) is the lightest and most versatile. It is tropical and fresh where XO Khloé is warm and musky, and softer and more approachable where Almost Always is bolder and more structured. If you want an everyday wear that works at the office, the gym bag, or a summer evening out, XO Blue is your starting point in this collection.
Who Is XO Blue Best For?
XO Blue is the fragrance you reach for when you want to smell great without thinking about it. It is the bottle that lives on the bathroom shelf and gets grabbed every morning before work. It suits anyone who loves clean, soft, skin-warming scents without heavy projection, anyone who leans toward aquatic or tropical fragrances but wants something with more warmth and staying power than a typical summer scent, and anyone who wants a celebrity fragrance that actually smells like a thoughtful, well-crafted perfume rather than a marketing exercise.
If you typically love Ariana Grande Cloud, Maison Margiela Replica Beach Walk, or Sol de Janeiro fragrances, XO Blue sits comfortably in that family and is worth a serious sniff.
Longevity and Projection: The Honest Truth
This is where XO Blue receives its most consistent criticism. Longevity is moderate, running at around four to six hours on most skin types in warm weather, and somewhat longer in cooler temperatures. Projection is soft to moderate, meaning it is a skin-close scent rather than one that announces itself when you walk into a room.
For some buyers, this is a positive. A fragrance you can wear anywhere without worrying about overwhelming the people around you is genuinely useful. For buyers who want value for money and expect a long-lasting fragrance at this price point, it may feel slightly underwhelming compared to the original XO Khloé.
If longevity is your primary concern, Almost Always is the stronger buy. If versatility and easy wearability matter more, XO Blue wins.
Where to Buy XO Blue in the UK and How Much It Costs
In the UK, XO Blue launched exclusively at Boots on June 15th 2026. It is available in two sizes:
50ml at approximately £44.99 and 100ml at approximately £58.99 to £64.99 depending on retailer. It is also available directly through the XO Khloé website and at Ulta Beauty in the US for $58 to $80.
Given that this launched just weeks ago and is already on the bestseller radar at Boots, stock may be limited if you are shopping in store. Online availability at Boots has been more consistent.
Where to buy: Boots UK (exclusive UK retailer) XO Khloe official website Ulta Beauty (US) Douglas (pan-European launch from June 22nd)
Is XO Blue Worth Buying?
Yes, with one important caveat. XO Blue is a genuinely lovely fragrance. It is well-crafted, universally wearable, and smells more expensive than its price point suggests. The comparison to BR540’s warm, addictive DNA is not entirely off, even if XO Blue is softer and sweeter.
The caveat is this: if you are choosing between XO Blue and Almost Always and can only buy one, the fragrance community fairly consistently points to Almost Always as the more impressive, longer-lasting, and more unique of the two. XO Blue is the everyday companion, Almost Always is the showstopper.
But if you already own Almost Always, or if your priority is a light, crowd-pleasing, vacation-inspired scent for daily wear, XO Blue absolutely delivers. It is a summer fragrance that wears comfortably year round, and that is genuinely rare.
Sniff it at Boots before committing if you can. On warm skin, it is considerably more beautiful than on a cold tester strip.
Rating: 8/10
Best for: Everyday wear, office, travel, gift buying Fragrance family: Amber Solar Floral Season: Summer and spring, works in autumn too Occasion: Day to night, casual to smart casual
