Khloé Kardashian Launches Second Fragrance, ‘Almost Always,’ in Partnership with Luxe Brands
Photo Credit: Luxe Brands
NEW YORK, November 3, 2025 (FASHION BEAUTY SCENE) – Beauty company Luxe Brands, in collaboration with entrepreneur Khloé Kardashian, has announced the release of Kardashian’s second fragrance, Almost Always. The fragrance will preview on the Ulta Beauty app on November 3, launch online on November 5, and be available in Ulta Beauty stores on November 9. A European release through Douglas is scheduled later this month.
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Almost Always follows Kardashian’s debut fragrance XO Khloé, which launched in 2024. The new fragrance was created by perfumers Alberto Morillas and Frank Voelkl of DSM-Firmenich and features floral and woody notes, including star jasmine, orange blossom, lavender, skin woods, and solar musks.
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“Developing this new fragrance has been an incredible journey for me. 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,” said Kardashian.
“Khloé continues to impress the world with her strategic vision as an entrepreneur and businesswoman, and fragrance is no exception. 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 XO Khloé collection and Almost Always, her newest fragrance,” said Noreen Dodge, Chief Marketing Officer and Chief Strategy Officer of Luxe Brands.
“Over the past few years, Khloé has been an incredible partner to Luxe Brands. The results of 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, Chief Executive Officer of Luxe Brands.
The fragrance will retail in the U.S. for $58 to $80 and in Europe for €58.99 to €79.00, while the XO Khloé Hair Mist will debut at $32.
Luxe Brands, headquartered in Florida with a creative hub in New York, develops global beauty brands, including those from Ariana Grande and Nicki Minaj. Kardashian is also the co-founder of fashion brand Good American.
For more information, visit www.luxebrands.com.
Source: Luxe Brands
