Khloé Kardashian, in partnership with Luxe Brands, continues to solidify her growing fragrance empire with the introduction of her second fragrance: Almost Always. The fragrance previewed on the Ulta Beauty app and officially launched online and in stores, exclusively at Ulta Beauty in the US. The European launch with lead partner Douglas will follow.
A year after the release of her debut fragrance, ‘XO Khloé’, Khloé Kardashian is the news for the launch of her second fragrance, ‘Almost Always’. The fragrance has notes of magnolia, star jasmine, orange blossom petals, palo santo, skin sensual woods, solar musks and vanilla.
The new fragrance delivers an uplifting message to her fans around self-worth and resilience. “Developing this new fragrance has been an incredible journey for me,” says Khloé. “I was so inspired to create a brand that captured the essence of acceptance. ‘Almost Always’ embraces that perfection isn’t the goal—your presence is. Almost Always means you care. It means you’re trying. It means you’re human. You don’t have to get it right every time. You are not defined by the one time you couldn’t, you are shaped by the many times you did. Almost Always is enough. And so are you. It was also a monumental task to develop a fragrance that I loved as much as I love XO. I’m especially proud of this scent, we spent a long time to make sure it was perfect – maybe 300 mods this time? I love it, it’s so addictive with a touch of sexy indulgence, but also delicate, airy and inviting – I cannot wait to share it with everyone!”
Almost Always is a unique collaboration from two award-winning, world-class perfumers – Master perfumer, Alberto Morillas, and Senior perfumer, Frank Voelkl of DSM-Firmenich, who worked together to create this olfactive masterpiece. Where a luminous impression of petally facets of Star Jasmine, Orange blossom and Lavender are delicately wrapped in the warm embrace of Skin sensual woods and Solar musks, imparting a lasting impression to the fragrance with a seductive trail.
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“Over the past few years, Khloé has been an incredible partner to LUXE Brands,” says Tony Bajaj, CEO of Luxe Brands. “The results of the XO KHLOÉ have far exceeded our expectations, and we’re thrilled to continue expanding the franchise with her incredible vision leading the way. The success has given us the confidence to roll out multiple new products, ensuring this isn’t just a one-time success but a lasting fragrance empire built for years to come. We believe that fragrance lovers around the globe will love her newest fragrance, Almost Always, just as much – if not more!”
Almost Always launches in the U.S. at Ulta Beauty for $58 – $80 and in Pan Europe exclusively with Douglas for €.58.99 – €.79.00. XO KHLOÉ Fragrance Hair Mist debuts at Ulta.com on November 2nd and in Ulta Beauty stores November 30th for $32.
About Khloé Kardashian
Khloé Kardashian is an American television personality, entrepreneur, and media figure who became widely known through the reality show Keeping Up with the Kardashians. Born on 27 June 1984 in Los Angeles, she grew up in a large family and later became one of the central figures in the Kardashian–Jenner media brand. Over the years, she has taken part in many reality shows and public projects connected to fashion, beauty, and lifestyle.
She has also co-founded the clothing brand ‘Good American’, which focuses on inclusive sizing and denim, and is involved in health and fitness content, publishing a book and producing shows that highlight personal transformation and wellness. Her work often centres on helping people feel confident and supported in their daily lives. Khloé is also known for her strong online presence and close connection with her audience. She has spoken openly about family, motherhood, and personal challenges, which has helped her maintain a loyal following.
About LUXE Brands, Inc.
LUXE Brands, Inc. is a global, prestige beauty company dedicated to developing world-class beauty brands that inspire consumers around the world. With its corporate office in Florida and a creative hub in New York, LUXE Brands has earned awards for its innovative approach to design, marketing, and brand building with a digital-first ethos. Its portfolio includes Ariana Grande, Khloé Kardashian, Nicki Minaj, Eau de Juice by Cosmopolitan, and a licensing partnership with General Motors on the Hummer brand.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
