XOXO

XOXO began in the United States in 1991 as a juniors and young women’s contemporary fashion label created by Gregg and Lynne Fiene together with Marc and Michele Bohbot. The founders positioned the brand around day‑to‑evening apparel that could move from more fashion‑forward settings to everyday wear at accessible prices. Over time, the line expanded beyond clothing to accessories such as handbags, sunglasses, belts and jewelry, targeting teenagers and young adults.

In 1999 the original ownership group sold XOXO to Aris Industries, which later passed the brand to Global Brand Holdings (now part of Global Brands Group) in 2003. Global Brand Holdings subsequently licensed the core apparel business to Kellwood Company, which today manages XOXO’s main fashion offerings. Within this structure, fragrance is produced under license, most visibly through the perfume simply named XOXO by Victory International, launched in the mid‑2000s.

The XOXO fragrance line follows the same youth‑oriented positioning as the clothing, with compositions built around bright fruit notes, soft florals and approachable musks rather than challenging or highly niche structures. The brand’s scents are widely distributed through value‑oriented retailers and online discounters, which has helped them reach a broad audience but also places them firmly in the mass‑market segment rather than prestige perfumery.