Khloé Kardashian announced the launch of her second fragrance in partnership with Luxe Brands, Almost Always. The new fragrance, developed by dsm-firmenich perfumers Alberto Morillas and Frank Voelkl, is inspired by Kardashian’s core values of love and positivity.
“Developing this new fragrance has been an incredible journey for me,” Kardashian said. “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. I’m especially proud of this scent, we spent a long time making sure it was perfect — maybe 300 mods this time? It’s so addictive with a touch of sexy indulgence, but also delicate, airy and inviting.”
Almost Always follows Kardashian’s first fragrance, XO KHLOÉ, which launched last November and exceeded predicted sales. Officials at Luxe Brands have already shared plans to expand the brand with new products and fragrances.
“Khloé continues to impress the world with her strategic vision as an entrepreneur and businesswoman,” said Noreen Dodge, Luxe Brand’s chief marketing officer and chief strategy officer. “The launch of XO KHLOÉ delivered an exquisite and luxurious fragrance proposition on the world’s stage — and the brand is driving incredible demand worldwide with global expansion planned for 2026. Together with Khloé, we are building this franchise for the long-term, anchored by an exciting and innovative growth plan. This month we are introducing two new products: an exclusive new hair mist under the XI KHLOÉ collection and Almost Always, her newest fragrance.”
Almost Always will launch in the United States at Ulta Beauty and in Europe exclusively with Douglas. The XO KHLOÉ hair mist will be available on Ulta Beauty’s website.
Fragrance Highlights
Top Notes: Lavender, magnolia
Heart Notes: Star jasmine, orange blossom petals
Drydown: Palo santo, skin sensual woods, solar musks, vanilla
