KAYALI Launches in China Through Sephora Partnership

KAYALI launches in China on October 15, 2026, through an exclusive partnership with Sephora. The Dubai-based fragrance brand will be available across more than 300 of the retailer's stores and its digital platforms, building on two years of high double-digit growth in Asia. The move aims to establish KAYALI as one of Sephora China's top three fragrance brands.

This China expansion follows the brand's entry into the UK and Ireland earlier this year. It also builds upon an eight-year global partnership with Sephora that already spans over 30 countries and approximately 3,000 doors.

Sephora Partnership and Brand Background

KAYALI’s relationship with Sephora is a long-standing one. The collaboration has grown over eight years to cover more than 30 countries and roughly 3,000 retail doors globally. Founder Mona Kattan is leading the current expansion drive.

KAYALI was founded by Kattan in 2018 and has cultivated a global community of over 8 million social media followers. The brand became an independent company in 2025 after Huda Beauty sold its ownership to Kattan and the investment firm General Atlantic. Kattan remained as CEO following the investment, which was secured to support new product development and global growth.

China-Specific Launch Details

The initial launch assortment in China will feature seven of the brand's signature fragrances. Nine additional scents will be added throughout November. The launch campaign is titled 'Sweet Overload, Joy Explode' and will focus on fragrance discovery while highlighting the brand's Middle Eastern heritage. Community engagement will be supported through integration with local apps like Rednote and WeChat.

The initial seven fragrances for the China launch are as follows:

In-Store Experiences and Community Strategy

KAYALI will deploy immersive retail experiences to connect with Chinese consumers. The brand will open KAYALI Café concepts at 10 Sephora locations in major cities, beginning at the Shanghai NJW flagship in October. This café concept has previously debuted in cities like Dubai, New York, and Paris.

Founder Mona Kattan will host an intimate KAYALI Scent Lab in Shanghai on October 21, 2026, to introduce consumers to the brand's defining concept of scent-layering, described as 'scent-maxing'. Furthermore, KAYALI will participate in the SEPHORiA Shanghai event from October 23-25, featuring immersive experiences and a founder-led Masterclass on the opening day. Sephora’s Managing Director of Greater China, Xia Ding, said the launch reflects the retailer's ambition to "continue shaping the future of beauty discovery in China."

The article closes on the October 21 Scent Lab event in Shanghai as the key consumer engagement moment.