The Dubai-based fragrance brand has launched exclusively with the LVMH-owned beauty retailer, pairing a 300-plus-store rollout with a founder-led push.
Fragrance darling Kayali has entered the Chinese market with a 300-plus-door rollout — with dedicated space within its longtime retail partner Sephora — and a founder-led approach that reflects the brand’s “sweet overload, joy explode” ethos for the local market.
The project, which was two years in the making, marks a new chapter for the Dubai-based fragrance brand known for its gourmand scents and category-defining approach toward scent layering.
The initial product lineup covers seven of Kayali’s cult-favorite scents, including Vanilla 28, Yum Boujee Marshmallow 81, Musk 12, Freedom Musk Santal 34, Eden Juicy Apple 01, Eden Sparkling Lychee 39 and Fleur Majesty Rose Royale 31, which are also available on Sephora’s WeChat Mini Program store.
The collection will continue to expand throughout November with the arrival of nine additional scents.
“We’re patient, we want to build our local community slowly, we are not here just to move volume, we are here for the long run,” said Mona Kattan, founder and chief executive officer of Kayali.
Having tried local desserts — known for their not-too-sweet appeal — Kattan said her team is researching local culture and preferences, and wants to learn from Chinese consumers rather than assume the brand already knows what they want.
The founder’s patient outlook reflects the practical realities of building a global fragrance business, which also requires the right balance of steadiness and risk-management. Working with DSM-Firmenich , a Kayali scent’s development can take around two years on average, with the oil itself often requiring about 18 months.
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