Xoxo

Xoxo is an American fashion and fragrance brand launched in 1996 under Victory International, building its identity around the ubiquitous shorthand for hugs and kisses and the romantic, playful femininity that phrase implies. The brand became a presence in 1990s and early 2000s American department stores, offering affordable, trend-aware fragrances targeting young women with floral, fruity, and light oriental accords. Xoxo fragrances follow the mass-market feminine template with accessible pricing and packaging that communicates romance and youthfulness without the formality of prestige brands. The line includes a number of iterations—Xoxo, Wild Kiss, and others—that maintain consistent feminine-accessible character. While the brand's cultural moment was strongest in the late 1990s and early 2000s, it retains a nostalgic following among consumers who discovered fragrance through these bottles and occasional reissue interest from vintage-fragrance collectors. Xoxo distributes through mass retail and discount department stores.