What's Happening?
Mona Kattan, co-founder of Kayali, has successfully expanded her fragrance brand by emphasizing personalization and scent layering. Founded in 2018, Kayali draws inspiration from Middle Eastern scent-layering rituals, offering a diverse range of fragrances
that cater to different moods and preferences. The brand's top-selling collections include Vanilla | 28 and Yum Pistachio Gelato | 33, which have contributed to its global growth. Kayali, originally an offshoot of Huda Beauty, became a standalone operation in 2025, with Mona Kattan as CEO and co-owner alongside General Atlantic. The brand's focus on unique olfactive experiences and high client loyalty has set it apart in the fragrance industry.
Why It's Important?
Kayali's success highlights the growing consumer demand for personalized fragrance experiences. By offering scent layering options, the brand caters to a broader audience seeking unique olfactive experiences. This trend reflects a shift in consumer preferences towards fragrances that evoke emotions and memories, driving innovation in the industry. The brand's high repurchase rates and diverse client profile demonstrate the potential for growth in the personalized fragrance market. As consumer tastes evolve, brands like Kayali are well-positioned to lead the conversation and maintain momentum in the fragrance category.
