Khloé Kardashian Launches Second Fragrance Almost Always With Luxe Brands

Khloé Kardashian is expanding her fragrance portfolio with the launch of her second scent, Almost Always, following the successful debut of XO Khloé in 2024. The new fragrance, developed in partnership with Luxe Brands and crafted by renowned perfumers Alberto Morillas and Frank Voelkl, features notes of lavender, star jasmine, orange blossom, and sensual woods, and is designed to evoke themes of acceptance, self-worth, and resilience. Almost Always will be available exclusively at Ulta Beauty in the U.S. starting November 9, with a European rollout planned later in the month. Kardashian describes the scent as luminous, feminine, and deeply addictive, inspired by personal memories and her nightly routine involving lavender, which offers comfort and grounding. She acknowledges the challenges of breaking into the fragrance market but aims to build a lasting beauty franchise, likening her ambition to the enduring legacy of iconic scents like Elizabeth Taylor's. The XO Khloé fragrance has already achieved significant commercial success, reportedly generating over $15 million annually and receiving positive consumer ratings.