Global icon and entrepreneur Khloé Kardashian, in partnership with Luxe Brands, announced the launch of her second fragrance: Almost Always. 

The fragrance will preview on the Ulta Beauty app on November 3 and officially launch online on November 5 and in stores on November 9, exclusively at Ulta Beauty in the U.S. 

The European launch with lead partner Douglas will follow later in November.

Khloé 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. 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.”

This new scent comes in a square, lavender glass bottle. 

Almost Always explores the essence of Khloé’s core values of love and positivity – and takes the consumer on an intimate journey and evolution from XO Khloé, her first signature fragrance from 2024. 

The new fragrance breaks free from the category’s more (tried-and-true) themes around love to instead deliver an uplifting message from Khloé to her fans around self-worth and resilience.

Luxurious, feminine, and deeply addictive, the new fragrance Almost Always from Khloé Kardashian is born from the sunlight. 

Master perfumer, Alberto Morillas, and Senior perfumer, Frank Voelkl of DSM-Firmenich, worked together to create this olfactive masterpiece.

This floral, amber woody fragrance includes lavender, magnolia, star jasmine, orange blossom, palo santo, solar musks, skin sensual woods, and vanilla. 

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