Khloé Kardashian expands her fragrance line with the release of Almost Always, a new scent created in partnership with Luxe Brands and set to launch first through Ulta Beauty. The fragrance launched through Ulta, which holds exclusive U.S. distribution, with Douglas set to introduce it to the European market on November 17. The rollout follows the methodical release strategy behind her debut fragrance XO Khloé in 2024, arriving this time with a more defined narrative and an expanding product ecosystem.
FRAGRANCES
Almost Always was developed by master perfumer Alberto Morillas and senior perfumer Frank Voelkl of DSM-Firmenich. The scent brings together star jasmine, orange blossom, and lavender, layered over woods and musks described as solar and sensual. Kardashian’s team describes the fragrance as luminous and feminine while also designed to carry a familiar and comforting presence on the skin. The formula builds from floral notes at the top, moves into a bouquet-driven core, and settles into a musky base with wood and light. The pyramid confirms magnolia and lavender in the opening, star jasmine and orange blossom in the middle, and a base of vanilla, palo santo, skin-like notes, solar notes, musk, and woods.
Kardashian connects the fragrance to a personal message of acceptance and self-worth. “I was so inspired to create a brand that captured the essence of acceptance,” she said in a statement. “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.” Her positioning suggests a scent meant to function as an emotional anchor as much as a wearable accessory, with fragrance framed as a reminder rather than an ideal.
The launch follows the recent debut of XO Khloé Hair Mist, which expanded Kardashian’s fragrance line into body care formats. The success of her first scent has continued to drive the brand’s rapid growth and product development. “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,” said Tony Bajaj, CEO of Luxe Brands. He confirmed that the response to the first launch has shifted the company’s long-term planning, moving from a single-fragrance idea into a multi-product line. “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!”
Kardashian enters the next stage of her fragrance brand with Almost Always, marking the second chapter and setting the direction Luxe Brands plans to continue, focused rollouts, selective retail partnerships, and a clear emotional message tied to product identity.
