XOXO is a renowned clothing brand based in the United States, which falls under the ownership of Kellwood Company. With its inception in 1991 by Greg Fiene, XOXO quickly established itself as a day-to-evening lifestyle brand. One of its notable achievements was being the first Juniors contemporary brand to design clothing suitable for both runway and everyday wear, all at affordable prices.

In 1999, Aris Industries, Inc. acquired the XOXO brand from Fiene, who subsequently departed from the company in 2003. Global Brand Holdings later took ownership of XOXO and licensed its core apparel lines to Kellwood Company. XOXO’s creations cater to young women and teenage girls who possess a youthful contemporary sense of style and aspire to incorporate runway looks into their everyday lives. The brand’s offerings exude femininity, trendiness, fashion-forwardness, and modernity, complemented by a range of accessories such as handbags, sunglasses, belts, and jewelry. XOXO consistently sets and follows the latest trends, staying true to its commitment to innovation, even when it involves taking risks.

The XOXO woman embraces her self-confidence and fearlessly expresses her allure and edginess. She radiates ambition, alongside her comfort with herself. Preferences lean towards versatile and fashionable attire suitable for various occasions throughout the day.

XOXO has expanded its offerings beyond clothing and ventured into fragrances, releasing three unique scents for young women. Heartbeat integrates sandalwood, petit grain, bourbon vanilla, and Bulgarian rose. XOXO by XOXO encompasses musk, sandalwood, passionfruit, white apricot, bergamot, and Tahitian vanilla. XOXO Kundalini, on the other hand, targets confident women with a bohemian chic style. This fragrance incorporates top notes of bergamot, orange, and spices, while its heart revolves around rose, jasmine, orange blossom, and iris. The base notes of musk, sandalwood, vanilla, amber, and myrrh conclude the scent. XOXO’s perfume collection comprises five distinct fragrances, with its earliest edition originating in 2006 and the most recent from 2014.