Khloé Kardashian Reveals New Fragrance 'Almost Always' With Luxe Brands

The Next Chapter in Fragrance: Khloé Kardashian's 'Almost Always'

Khloé Kardashian, the renowned global icon and entrepreneur, is expanding her fragrance collection by introducing her second scent, 'Almost Always', in partnership with Luxe Brands. This new fragrance is set to launch on November 5th, 2025, at Ulta Beauty across the US following a preview on the Ulta Beauty app.

Khloé's journey in the beauty industry took a significant turn with her first fragrance 'XO KHLOÉ', which captivated fragrance lovers when it debuted in 2024. Now, 'Almost Always' aims to further delve into the themes of love, positivity, and resilience, reflecting Khloé's core values. Unlike traditional love-themed fragrances, this scent provides an uplifting message to consumers about self-worth and embracing imperfections.

"Creating 'Almost Always' has been an extraordinary journey for me," Khloé expressed. "I wanted to encapsulate the essence of acceptance and convey that perfection isn’t the ultimate goal—what matters is your presence and effort. 'Almost Always' signifies care, sincerity, and humanity; it acknowledges that we are defined by our persistence, not setbacks."

For this launch, Khloé collaborated with esteemed perfumers Alberto Morillas and Frank Voelkl from DSM-Firmenich. Together, they crafted a fragrance that embodies luxury, femininity, and allure. The composition includes floral notes like Star Jasmine, Orange Blossom, and Lavender, harmoniously blended with sensual woods and solar musks, leading to a captivating and memorable scent profile.

Noreen Dodge, the Chief Marketing Officer of Luxe Brands, commented on Khloé's evolving vision. "Khloé continues to impress with her strategic foresight as a businesswoman. The success of 'XO KHLOÉ' has set a solid foundation for future growth, and we are excited to build a long-lasting fragrance empire with her. This month’s introduction of 'Almost Always' and a new Hair Mist under the 'XO KHLOÉ' line reflects our commitment to delighting beauty consumers worldwide."

Tony Bajaj, CEO of Luxe Brands, also shared his enthusiasm about the partnership: "Our collaboration with Khloé has surpassed our expectations. The enormous success of 'XO KHLOÉ' has emboldened us to expand her fragrance line with multiple new products. We're confident that 'Almost Always' will resonate with fragrance lovers just as much, if not more!"

This new scent will be available in the US at Ulta Beauty, priced between $58 and $80. For the European market, it will be available through Douglas, with prices set at approximately €.58.99 to €.79.00. Additionally, Khloé's 'XO KHLOÉ Fragrance Hair Mist' will be available starting November 2nd at Ulta.com, with a wider release planned for November 30th.

Khloé Kardashian has established herself as a leading entrepreneur and cultural figure with over 300 million Instagram followers. Her authenticity and connection with her audience have made her one of the most influential personalities globally. Beyond fragrances, she co-founded Good American, a fashion brand promoting body inclusivity, which became a hallmark of her entrepreneurial journey.

In summary, Khloé Kardashian's 'Almost Always' not only brings a new fragrance to the market but also a heartfelt message of resilience and self-love that resonates with consumers everywhere. As the fragrance industry expands, Khloé continues to shine brightly, blending beauty with meaningful narratives.