Over the past eight years, Mona Kattan’s Kayali has cemented itself as a globally renowned fragrance brand recognised for its gourmand scents and unique perfume takes.
Founded in 2018, the brand is inspired by Middle Eastern scent-layering rituals and Kattan’s lifelong passion for perfumery, with the name Kayali translating to ‘my imagination’ in Arabic.
Kayali has undeniably built a name for itself by honing in on fragrance personalisation – the concept that people should not be confined to one signature scent, but should have different ones for different moods – which has set the brand apart from more traditional blockbusters.
As a result of Kayali’s fragrance wardrobe ethos, the brand’s top three global bestselling collections span hero scents to newer offerings, which have helped lead to its stellar growth.
These include Vanilla | 28, which is one of the four original fragrances Kayali launched in 2018; alongside the YUM collection, including Yum Boujee Marshmallow | 81, which launched in 2024.
Plus, 2023 gourmand launch Yum Pistachio Gelato | 33 and 2024’s Vanilla Candy Rock Sugar | 42.
The era of the signature scent, one perfume worn faithfully for a lifetime, is fading
“Our business around the globe continues to experience growth, and each market is important for different reasons,” says Kattan.
“[And] on a global level, we have quite a diverse and balanced client profile in terms of age.
“The best surprise is our client loyalty.
“According to our Sephora merchant partners, we have one of the highest repurchase rates in the fragrance category for both buying the same fragrance in different sizes and crossover scents, meaning they love to layer our fragrances to create their own signature scent.”
Kayali was originally launched as an offshoot of sister brand Huda Beauty – the latter being created by beauty entrepreneur and sister Huda Kattan, along with Mona.
Since February 2025, the fragrance brand has been a standalone operation, with Mona sitting as CEO and co-owner, alongside private equity firm General Atlantic.
Below, Kattan reveals the secret to her success, why gourmand and fruity-floral fragrances are here to stay, and why consumers' scent tastes are evolving – and how brands need to adapt.
Kayali has become popular for its scent-layering offering
How are consumers' fragrance tastes evolving and how does this impact the category?
Kattan: “There is a broader client seeking olfactive experiences that are unique through layering.
Gourmands have grown tremendously, and ingredients like vanilla, pistachio, marshmallow, chocolate and caramel are in high demand.
We also see fruity-floral [fragrances] continue to play an important role as they have always been a significant segment of the market, and musks have had a resurgence as well.
The interest level from both women and men in the fragrance category continues to be exciting and changing.
We are committed to leading the conversation… to keep the momentum strong.”
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What fragrance trends are booming in 2026 and which are falling out of favour?
Kattan: “Fragrances are so closely tied to emotion that we will continue to see a rise in demand for scents that boost mood, reduce stress and promote relaxation.
Vanilla is not just a gourmand; it is a comforting scent that is familiar and nostalgic, and the appeal continues to grow and evolve into various subcategories – where it is blended with
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