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Mona Kattan’s Kayali launched in China exclusively through Sephora on 15 October, with products available across more than 300 stores and Sephora China’s digital platforms. Kattan says the brand aims to become one of Sephora China’s top three fragrance brands, but that is a goal, not a current ranking.
Kayali, the fragrance brand founded by Mona Kattan, launched in mainland China exclusively through Sephora on 15 October, bringing its products to more than 300 stores and the retailer’s digital platforms. Kattan told Cosmetics Business the brand aims to become one of Sephora China’s top three fragrance brands, a stated ambition rather than an established ranking.
The China rollout has been in development for more than three years. Its first assortment includes Vanilla | 28 Eau de Parfum, Yum Boujee Marshmallow | 81 Eau de Parfum and Eden Sparkling Lychee | 39 Eau de Parfum. Kayali plans to add nine more fragrances in November, according to the report.
The launch combines physical retail with Sephora China’s digital platforms. Sephora’s Global Vice President of Merchandising for Fragrance and Haircare, Agnes Brissiaud, said the brand would receive prominent placement in stores, including full backwalls and dedicated shelf space. The report also describes discovery formats such as 10ml bottles and curated Sephora Favourites kits, alongside guidance from Sephora Beauty Advisors.
Kayali’s introduction included a showcase at Sephoria Shanghai, Sephora’s beauty festival, held from 23 to 25 October 2026. Brissiaud said Kattan hosted a masterclass on opening day about the brand’s inspirations, Middle Eastern heritage and fragrance-layering approach. The report says the launch was intended to connect online discovery with in-store opportunities to smell and layer the fragrances.
Sephora Gives Kayali Scale in China
The partnership gives Kayali access to a large retail and digital network in a market Kattan described as influential for beauty. For consumers, the launch means the brand’s fragrances can be encountered through Sephora China’s stores and online channels rather than through a single retail format. Its planned expansion also gives shoppers a broader range of scent profiles to explore.
The arrangement is relevant to the brand’s growth strategy because it pairs international distribution with local retail support. Kattan said Sephora’s market knowledge, education and in-store expertise could help Kayali build a longer-term presence, rather than treating China as a one-off launch. That is the company’s stated approach; the report does not provide sales figures or evidence that it has already achieved a leading market position.
The top-three target also provides a clear measure of Kayali’s ambition within Sephora China. Its progress will depend on factors not yet established in the source material, including consumer response, repeat purchases and the performance of the expanded range.
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Kayali’s China Entry Follows Regional Growth
Founded in 2018, Kayali presents its Middle Eastern heritage and the practice of fragrance layering as central parts of its brand identity. Kattan told Cosmetics Business that China felt like a natural next market after launches in other countries, including India. She described Chinese fragrance consumers as increasingly sophisticated and curious about brands, ingredients and scent stories; that is her assessment of the market.
Kattan said Kayali’s relationship with Sephora began early in the brand’s development and now spans more than 30 countries and approximately 3,000 retail doors globally, according to her account. The companies are extending that partnership into China, where Sephora is the exclusive launch partner. Kayali says the initial selection is meant to show different fragrance families, including gourmand, fruity, floral and musky scents.
The opening assortment is not the full planned range. The company has said nine additional fragrances are due in November, while its stated strategy links retail access with digital content and fragrance education. The report identifies the Kayali Café and Scent Lab among the brand’s discovery activities, but does not specify their dates, locations or operating details in China.
“This marks Kayali’s next major milestone in Asia, bringing its signature art of fragrance layering to one of the world’s most influential markets.”
— Agnes Brissiaud, Sephora Global Vice President of Merchandising for Fragrance and Haircare, speaking to Cosmetics Business
Sales and Ranking Remain Unknown
The source report does not provide sales figures, market share or customer response following the launch. It also does not say how Sephora or Kayali will measure the top-three ambition, what timeframe applies, or which competitors and product categories would be included in that ranking. The goal should not be read as evidence that Kayali currently ranks among Sephora China’s top three fragrance brands.
The report says nine additional fragrances are planned for November, but it does not list all of them or confirm whether the schedule has changed. Details about the availability and scale of the Kayali Café, Scent Lab and other local consumer activities are also not specified. No independent market data is provided to test Kattan’s description of changing consumer preferences.
November Range Expansion Is Next
The next stated product milestone is the planned arrival of nine additional fragrances in November. If that expansion proceeds as described, it will broaden the initial assortment across more scent profiles and give Kayali more products to present through Sephora’s stores and digital channels.
After the launch, the key indicators to watch are product availability, consumer response and any later data on sales or ranking. Kayali and Sephora have described a strategy based on discovery formats, retail placement and fragrance education, but the source report gives no published performance targets beyond the top-three ambition. Whether the partnership can meet that goal remains to be seen.
Key Questions
What happened with Kayali in China?
Kayali launched exclusively through Sephora China on 15 October, with distribution across more than 300 stores and Sephora’s digital platforms.
Is Kayali already one of Sephora China’s top three fragrance brands?
No. Mona Kattan described becoming one of the retailer’s top three fragrance brands as an ambition. The report does not provide a current ranking or sales data.
Which Kayali fragrances are available at launch?
The initial selection includes Vanilla | 28 Eau de Parfum, Yum Boujee Marshmallow | 81 Eau de Parfum and Eden Sparkling Lychee | 39 Eau de Parfum.
Will Kayali add more products in China?
Kayali said it planned to introduce nine more fragrances in November. The report does not list all nine or confirm any later change to the schedule.
Why did Kayali choose Sephora for the China launch?
Kattan cited the companies’ long-standing international partnership and Sephora’s Chinese market expertise, store network and digital channels. Sephora also described in-store placement, discovery formats and advisor guidance as parts of its support.
Source: rss
