Business
THE (IRRESISTABLE) NEXT CHAPTER OF THE STORY: KHLOÉ KARDASHIAN RELEASES HER SECOND FRAGRANCE WITH LUXE BRANDS
Global icon and entrepreneur Khloé Kardashian, in partnership with Luxe Brands, continues to solidify her growing fragrance empire with the introduction of her second fragrance: Almost Always. The fragrance will preview on the Ulta Beauty app November 3rd and officially launch online November 5th and November 9th in stores, exclusively at Ulta Beauty in the US. The European launch with lead partner Douglas will follow in November.
About this update from Ulta Beauty, Inc.
[{"type":"text","content":"NEW YORK, Nov. 3, 2025 /PRNewswire/ -- Global icon and entrepreneur Khloé Kardashian, in partnership with Luxe Brands, continues to solidify her growing fragrance empire with the introduction of her second fragrance: Almost Always. The fragrance will preview on the Ulta Beauty app November 3rd and officially launch online November 5th and November 9th in stores, exclusively at Ulta Beauty in the US. The European launch with lead partner Douglas will follow in November.","length":473,"tagName":"p"},{"type":"image","alt":"Khloé Kardashian x Almost Always","displaySize":"","headline":null,"caption":"Khloé Kardashian x Almost Always","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":400,"url":"https://media.zenfs.com/en/prnewswire.com/509923d2c14e9cf1dc0e6529180c2170"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/I0SsiNxAYbzk5hh3iikaxw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTcwNTtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/509923d2c14e9cf1dc0e6529180c2170","width":400,"height":400}},"href":"https://mma.prnewswire.com/media/2807373/Luxe_Brands_Inc_Khloe_Kardashian_in_partnership_with_Luxe_Brands.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"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-ever signature fragrance which thrilled beauty consumers and fans all over the world with its launch in 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.","length":473,"tagName":"p"},{"type":"text","content":""Developing this new fragrance has been an incredible journey for me," says Khloé Kardashian, "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 lo...