Khloé Kardashian’s latest fragrance launch has fans talking about more than the scent.
The reality star and entrepreneur is releasing her third fragrance, XO Blue, and the campaign is already pulling major attention online. Kardashian shared a very mature promo for the new launch with model Brandon Good, and fans quickly started asking the same thing: Who is the guy?
The XO Blue fragrance launches on ulta.com on June 14 and hits Ulta Beauty shelves on June 21. It is priced between $58 and $80.
The release follows Kardashian’s first solo fragrance, XO Khloé, which launched in December 2024, and Almost Always, which launched in November 2025.
For Kardashian, the timing is personal. She turns 42 on June 27 and said the launch felt like a strong way to begin her birthday month. “It’s great to kick off my birthday month with a new fragrance,” Kardashian told People. “It’s a beautiful thing.”
Khloé Kardashian Says XO Blue Feels Like Vacation
Kardashian said XO Blue was designed with summer in mind.
“I want to do something tropical,” she said, explaining that consumers had asked for something “a little more powerful” and a little outside her usual comfort zone.
The scent includes notes of lychee, coconut, magnolia petals, bergamot, and airy woods. Kardashian created it with perfumer Clement Gavarry.
“This one, in my opinion, is definitely a vacation in a bottle,” she said. “It has more of a punch, but is still light in the same breath. I think you think about laying on the beach and having a piña colada when you spray yourself with this.”
She also wanted the bottle to match that mood. For the third fragrance in what she called a trilogy of bottles, Kardashian decided to go blue. “You know what? Let’s dye the bottle. Let’s do blue,” she recalled telling the team.
The Brandon Good Campaign Got Fans Talking
The scent itself is not the only reason XO Blue is getting attention.
Kardashian’s campaign with Brandon Good quickly became a talking point after she dropped a promo clip that showed the two in a dramatic, close-contact fragrance ad. The reel drew millions of views, and the comments filled with fans asking about Good.
Kardashian admitted the campaign pushed her outside her comfort zone. Speaking with WWD, she said she originally imagined something tropical and beach-inspired, but did not know she would be paired with a male model until she arrived on set.
“Greg, who’s my photographer, he is the best,” she said. “I told him I wanted it tropical and beach and all of that, and then he brought in Brandon, the male model, and was like, ‘You guys have three minutes before you’re going to be wrestling around.’”
The result was exactly what a fragrance campaign is supposed to be: dramatic, polished, and a little unexpected.
Who Is Brandon Good?
Good is a 32-year-old model, actor, entrepreneur, and podcast host.
Some fans may recognize him from his connection to the Bravo world. He previously dated ‘Real Housewives Of Salt Lake City’ star Bronwyn Newport after her split from Todd Bradley.
Their short-lived romance played out publicly on social media, with Newport sharing photos from trips, date nights, and everyday life.
Outside modeling, Good has hosted a podcast called ‘The Good Method,’ which focused on confidence, creativity, performance, and personal growth through interviews with athletes, artists, actors, and entrepreneurs. Only two episodes appear to have been uploaded, with the most recent one in February.
Khloé Says Fragrance Gave Her New Confidence
Kardashian said building her solo fragrance line has changed how she sees herself as an entrepreneur.
She admitted her first solo launch felt intimidating. “The first one was terrifying and so scary,” she said. “If you would’ve said, ‘Would you do another one, and a third one?’ I’d be like, ‘I don’t know if I could handle that.’”
But XO Blue felt different. “With XO Blue, something definitely clicked,” she said. “It was a much more seamless process.”
Kardashian said the scent makes her feel more confident and more daring than usual. “I feel like I’m that girl in this,” she said. “I’m the most confident version of myself.”
She also admitted that launching products without her sisters still feels strange after years of building businesses together. “I know I’m in my 40s, but we have grown up in this industry together for so many years that it is so easy to find that crutch in one another,” she said.
Now, Kardashian said she is learning to make those choices on her own.
For her, the real payoff is seeing her children react to her work. Kardashian shares daughter True, 7, and son Tatum, 3. “Being able to go into an Ulta store and have my kids be proud of me and see these things like that just makes it worth all of the nerves and anxiety,” she said.
Still, the campaign has already done one job very clearly. It sold the fantasy of a vacation with a lot of hype. And it made Brandon Good the mystery man fans suddenly wanted to know.
