KAYALI accelerates global growth with major China launch
Dubai-based fragrance brand KAYALI will enter China on 15 October through more than 300 Sephora stores and the retailer’s digital platforms. The launch follows the brand's expansion in the UK and Ireland earlier this year.
The expansion marks the brand's next major chapter in Asia, with the brand aiming to become one of Sephora China’s top three fragrance brands. For Sephora, the launch reflects its ambitions to "continue shaping the future of beauty discovery in China", said Xia Ding, Managing Director of Sephora Greater China.
KAYALI’s relationship with Sephora is already firmly established, spanning eight years, more than 30 countries and approximately 3,000 doors. That existing retail network gives KAYALI a strong foundation as it enters the Chinese fragrance market, where discovery and differentiation are becoming increasingly important.
“Chinese fragrance consumers are among the most sophisticated and discerning in the world. Entering China is more than an expansion for KAYALI; it is a milestone we have prepared for carefully, and we are here to listen as much as we are to launch," said Jessica Hanson, the brand's Global President.
"Following our strong momentum across Asia, launching exclusively with Sephora China gives us the scale, expertise and brand-building platform to establish a meaningful long-term presence," she added.
KAYALI plans a phased fragrance rollout
The brand will launch in the market with seven of its signature scents, including Vanilla, Yum Boujee Marshmallow and Musk, while nine further fragrances will arrive during November, broadening the 'scent-layering' combinations that KAYALI offers.
Scent-layering is one of the defining concepts of the brand, which has built a global community around a new way of experiencing fragrance.
Also referred to as 'scent-maxing', the art of layering scents to create more personalised, mood boosting fragrances has become a key autumn trend throughout the fragrance industry and has seen growing popularity by consumers as they move away from the idea of a single signature scent and instead build collections to reflect different moods, occasions and seasons.
Founder and CEO Mona Kattan will introduce Chinese consumers to this key aspect of the brand first-hand, by hosting an intimate KAYALI Scent Lab in Shanghai. Consumers will also have the opportunity to explore the "art of layering" at the SEPHORiA Shanghai festival, where the brand will showcase its fragrances.
“Chinese consumers are increasingly eager to explore fragrance in more personal and experiential ways. At Sephora, we have consistently brought distinctive and sought-after brands across categories to China, while providing a platform for them to build meaningful connections with Chinese consumers," commented Ding.
Mona Kattan, Founder & CEO of KAYALI, added: “Community has always been at the heart of KAYALI, so bringing our world to China, where beauty lovers are so connected, curious and expressive feels incredibly special.
"I can’t wait for them to discover our fragrances and feel inspired to experiment, layer without rules and make every fragrance completely their own. We’re arriving with so much excitement and creativity to share, but also with open hearts – ready to listen, learn and build this next chapter together.”
KAYALI launch campaign
To mark KAYALI's China entry, the brand will launch a localised campaign called "Sweet Overload, Joy Explode,” putting fragrance discovery and the Kattan’s Middle Eastern heritage at its centre.
Notably, the brand will tap into local China apps Rednote and WeChat to form part of the community strategy, reflecting how Chinese consumers discover and discuss beauty brands online.
The brand will also open KAYALI Café experiences at 10 Sephora locations in major cities, beginning with the Shanghai NJW flagship in October. The concept has already made its debut in Dubai, New York, Miami, Mumbai, San Francisco and Paris.
"We are bringing the brand's DNA to life through education, layering, and personalization, in a way that truly speaks to Chinese fragrance customers,” commented Agnes Brissiaud, VP Global Merchandising Fragrance & Haircare at Sephora.
UK retail expansion provides a template
The Chinese rollout follows KAYALI’s expansion through Space NK in the UK and Ireland earlier this year. The brand launched online with the retailer before entering 19 stores from 10 March, including Oxford Circus, Birmingham, Belfast and Liverpool.
Space NK introduced 24 KAYALI fragrances, also led by products including Vanilla and Yum Boujee Marshmallow. Similar to the brand's China expansion, the partnership combined online availability with physical discovery at a specialist beauty retailer.
KAYALI has also started moving beyond perfume. In August, it launched its first lip and body care collection, adapting two Yum fragrances into body creams and lip balms designed to extend its layering ritual.
The international push follows KAYALI’s move into independent operation after Huda Beauty sold its ownership to Kattan and growth equity firm General Atlantic in 2025. Kattan remained CEO, with the investment intended to support new products and global expansion.
To find out more about how Mona Kattan has been at the forefront of a revolution in the global beauty industry, read our interview here.
