Kardashian explains that lavender plays a larger role in Almost Always than in her first fragrance. To her, the note is deeply nostalgic and soothing, reminding her of childhood memories and a sense of calm. "Lavender is so comforting and grounding," she tells PEOPLE. "It takes me back to my childhood and gives me that safe, peaceful feeling." She also uses lavender to help her children relax before bed. The fragrance combines lavender with star jasmine, orange blossom, musk, wood, and a subtle touch of vanilla, creating a scent that is both delicate and sensual.
The bottle design remains consistent with XO Khloé, with Kardashian choosing only to change its color. For her, the aesthetic mirrors the fragrance's romantic and elegant mood. She admits that creating this second perfume was even more challenging than the first, explaining that Almost Always took nearly 300 fragrance tests before completion. "I didn't realize it would be more stressful than my first one," she shares. "Then I realized they both don't have to be your signature scent, and that gave me the freedom to just create."
According to Kardashian, Almost Always represents imperfection, authenticity, and effort. "It means you care, you're trying, and you're human," she says. "You don't have to get it right every time. You're shaped by the many times you did. Almost Always is enough, and so are you."
For the campaign, Kardashian envisioned a romantic and whimsical atmosphere filled with flowers, water, and soft light. She appears in a lavender corset with a flower crown, surrounded by petals, a visual that mirrors the fragrance's dreamy essence.
