The company, which also creates Ariana Grande’s eponymous fragrances, is teaming with Khloé Kardashian on a fragrance range that will launch in the latter half of 2024.

In business, I don’t look to loan my name out to someone. I’m really hands-on and controlling, which I take as a compliment, and this was the right fit.”

The success of Good American, the brand she cofounded with Emma Grede in 2016, also gave her the confidence to try something new.

Kardashian joins recent celebrity fragrance entrants, from Lionel Messi to Millie Bobby Brown and Beyoncé. Tony Bajaj, chief executive officer of Luxe Brands, said the company had been searching for another fragrance partner in recent years.

Noreen Dodge, chief marketing officer of Luxe Brands, didn’t comment on sales, but industry sources think the business could reach a first-year retail sales volume of $80 million to $100 million.Back to the year 1980 when they made perfumes for anyone and which today have completely disappeared.