In November 2025, entrepreneur and global icon Khloé Kardashian launched her highly anticipated second fragrance, Almost Always, solidifying her growing influence in the prestige beauty market. The scent is far more than a follow-up; it is an intimate olfactory declaration that reflects her hard-won philosophy of self-acceptance and resilience as she moves into her 40s. The name itself is a profound, humanizing message: “Perfection isn’t the goal—your presence is. Almost Always means you care. It means you’re trying. It means you’re human.” Crafted by master perfumers, this floral woody musk blends the comforting nostalgia of lavender with the grounding, spiritual warmth of Palo Santo, delivering a delicate, yet deeply sensual scent that marks a sophisticated evolution from her debut and anchors a blossoming fragrance empire.
The Philosophy of Imperfection: What ‘Almost Always’ Means
The most compelling element of Almost Always is its name, which serves as a poignant, public acknowledgment of the pressure to be perfect and the relief found in releasing that expectation.
Kardashian revealed that the fragrance was inspired by her personal journey toward self-worth and acceptance, particularly after navigating the scrutiny of the public eye for decades. She explicitly stated that the scent is an invitation to celebrate one’s efforts, recognizing that being human means falling short sometimes—you are not defined by the one time you couldn’t, but by the many times you did. This deeply introspective mindset was key to its creation. She admitted that initially, she felt immense pressure to match the energy and success of her debut scent, XO Khloé, finding the follow-up process stressful. However, realizing that “They both don’t have to be your signature scent” liberated her. This feeling of acceptance became the very essence of the new fragrance, allowing it to embody a gentle sensuality rooted in self-compassion.
Decoding the Notes: Lavender, Palo Santo, and the Comfort Core
The technical composition of Almost Always is as strategic as its philosophical underpinning, featuring a complex floral woody musk profile created by two industry titans: Master Perfumer Alberto Morillas and Senior Perfumer Frank Voelkl.
The fragrance opens with an immediate sense of comfort, led by Calming Lavender and Fresh Magnolia. The lavender note is deeply personal to Kardashian, stirring nostalgic waves from her childhood and serving as an anchor that she now uses in her children’s bedtime rituals. This opening quickly transitions to a lush floral heart of Star Jasmine and Orange Blossom Petals. The true genius, however, lies in the sophisticated drydown. The base features rare, grounding notes including Palo Santo, a sacred wood known for its warm, resinous, and spiritually cleansing aroma, blended with Skin Sensual Woods, Solar Musks, and a “kiss” of Vanilla. This unique combination ensures the scent is both comforting and deeply seductive, transforming from a delicate floral into a warm, skin-like embrace that lingers for impressive longevity.
The Fragrance Empire: From XO to Global Expansion
The launch of Almost Always in 2025 cemented Khloé Kardashian’s partnership with Luxe Brands as a serious, long-term player in the beauty category, moving beyond temporary celebrity collaborations.
Her 2024 debut, XO Khloé, had exceeded all predicted sales, giving Luxe Brands the confidence to greenlight an ambitious global expansion plan. Almost Always represents the second chapter of this growing franchise, strategically positioned to capitalize on the success of its predecessor. The new fragrance was launched with exclusive, high-profile retail partners: Ulta Beauty in the United States and Douglas in Pan-Europe. This choice of distribution ensures the brand is positioned as accessible luxury, available to a mass consumer base, while the involvement of master perfumers maintains a high standard of fine fragrance quality, signaling a sustained commitment to building a lasting legacy in scent.
The Art of the Scent Ritual: Layering and Hair Mist
Kardashian’s approach to Almost Always encourages a fluid, adaptable scent routine, recognizing that personal mood and identity shift daily.
The release was strategically paired with a complementary product: the XO Khloé Hair Mist, a lush floral-woody elixir designed to seamlessly layer with the original fragrance. This focus on ancillary products encourages a complete scent ritual, where the hair mist acts as the ultimate, subtle finishing spray that elevates the overall aura without overwhelming the senses. Kardashian openly discussed alternating between her two core fragrances—XO Khloé (bolder, confident, and asserting) and the newer Almost Always (more delicate, introspective, and gentle). This layering and interchangeability offers consumers the freedom to tailor their scent to their specific emotional state, echoing the brand’s core message that authenticity and change, not rigid perfection, is the goal.
Packaging and Accessibility: A Luxurious Proposition
The final component of the Almost Always proposition is its visual presentation and market price point, which successfully balances luxury aesthetics with broad accessibility.
The fragrance is housed in a square, lavender glass bottle featuring multiple angles and cuts. This geometric design was inspired by Khloé’s Pinterest board of elegant interior design and heirlooms, giving the packaging a feeling of glamour, elegance, and sexiness that suggests a high-end product. Despite the involvement of world-class perfumers, the price point was strategically set between $58 and $80, a range that keeps the fragrance accessible to her loyal mass-market audience at Ulta. This pricing strategy, coupled with the sophisticated composition, positions Almost Always as a luxurious, addictive, yet attainable piece of the Khloé Kardashian fragrance empire.
