Almost a year to the date from the launch of fragrance XO Khloé, Khloe Kardashian and Luxe Brands are gearing up to release a second scent as the entrepreneur grows her fragrance empire.
Alongside the new fragrance, Almost Always, Kardashian will also be launching a hair mist version of her signature scent, XO Khloé.
Prestige fragrance maker Luxe Brands is no stranger to celebrity scents, with its portfolio including scents from singer/actress Ariana Grande and rapper Nicki Minaj.
Almost Always has been developed as part of a collaboration between award-winning perfumers Alberto Morillas, the nose behind Calvin Klein’s CK One and Frank Voelkl of DSM-Firmenich, whose CV includes Glossier You and Marc Jacobs’ Daisy Delight.
The fragrance, which features notes of star jasmine, orange blossom and lavender layered with skin-sensual woods and solar musks, sets out to deliver a message of self-worth and resilience.
"Developing this new fragrance has been an incredible journey for me," said Kardashian.
"I was so inspired to create a brand that captured the essence of acceptance.
“Almost Always embraces that perfection is not the goal – your presence is.”
The fragrance went through a number of iterations before the team were happy with the scent.
“It was also a monumental task to develop a fragrance that I loved as much as I love XO,” said Kardashian.
“I am 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 is so addictive with a touch of sexy indulgence, but also delicate, airy and inviting – I cannot wait to share it with everyone."
Noreen Dodge, Chief Marketing Officer and Chief Strategy Officer of Luxe Brands, said:“The launch of her first fragrance XO Khloé delivered an exquisite and luxurious fragrance proposition on the world's stage – and the brand is driving incredible demand worldwide with global expansion planned in 2026.
“Together with Khloé, we are building this franchise for the long-term, anchored by an exciting and innovative growth plan."
Tony Bajaj, CEO of Luxe Brands, added: “The results of the XO Khloé have far exceeded our expectations, and we are thrilled to continue expanding the franchise with her incredible vision leading the way.
“The success has given us the confidence to roll out multiple new products, ensuring this is not just a one-time success but a lasting fragrance empire built for years to come.”
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