KAYALI ACCELERATES ASIA GROWTH WITH EXCLUSIVE LAUNCH ACROSS 300+ SEPHORA STORES IN CHINA

KAYALI will enter the market at a significant scale, with a presence across more than 300 Sephora stores through a mix of full KAYALI backwalls and dedicated shelf space. Combined with Sephora's digital ecosystem, the rollout creates a connected path into the brand, from engaging with KAYALI's content and community online to discovering and layering fragrances firsthand in-store.

The launch assortment will introduce Chinese consumers to a curated selection of KAYALI's global bestsellers and community cult favorites, 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. The collection will continue to expand throughout November with the arrival of nine additional fragrances, inviting consumers to discover more of the KAYALI universe and experiment with different layering combinations.

The launch builds on KAYALI's eight-year partnership with Sephora, which now spans more than 30 countries and approximately 3,000 doors globally. Two years in the making, the China expansion comes as the country's fragrance category accelerates, and consumers seek greater discovery and differentiation. Sephora's deep market expertise, growing authority in fragrance and commitment to long-term brand building made it the natural exclusive partner for KAYALI's arrival in China.

"Sephora identifies the brands that matter and builds them for the world, and KAYALI is a perfect expression of that. From the Middle East to the US and Europe, and now to China after two years of dedicated preparation, this launch represents so much shared ambition. In China, our fragrance category is accelerating fast, with a sharp focus on differentiation and KAYALI plays a strategically vital role in that next phase. We are bringing the brand's DNA to life through education, layering, and personalization, in a way that truly speaks to Chinese fragrance customers," says Agnes Brissiaud, VP Global Merchandising Fragrance & Haircare at Sephora.

"Chinese consumers are increasingly eager to explore fragrance in more personal and experiential ways. At Sephora, we have consistently brought distinctive and sought-after brands across categories to China, while providing a platform for them to build meaningful connections with Chinese consumers. Our exclusive omnichannel partnership with KAYALI is the latest expression of this commitment — combining the strength of Sephora's ecosystem with immersive experiences. It reflects our ambition to continue shaping the future of beauty discovery in China," commented Xia Ding, Managing Director, Sephora Greater China.

Founded by Mona Kattan in 2018 and inspired by her rich Middle Eastern heritage, KAYALI has built a global community around a new way of experiencing fragrance – encouraging everyone to layer, experiment and create a scent mood that feels uniquely their own. The partnership with Sephora China brings this philosophy to a new audience through a beauty destination celebrated for discovery, innovation and its influence on prestige beauty culture.

Social platforms like Rednote and WeChat sit at the heart of how Chinese beauty lovers discover, discuss and share new brands – closely aligning with KAYALI's own community-led approach and the creative content that has powered its growth around the world.

"Community has always been at the heart of KAYALI, so bringing our world to China, where beauty lovers are so connected, curious and expressive feels incredibly special. I can't wait for them to discover our fragrances and feel inspired to experiment, layer without rules and make every fragrance completely their own. We're arriving with so much excitement and creativity to share, but also with open hearts – ready to listen, learn and build this next chapter together," says Mona Kattan, Founder & CEO of KAYALI.

BRINGING KAYALI'S GLOBAL UNIVERSE TO CHINA

Rooted in the brand's gourmand DNA, KAYALI's China campaign, "Sweet Overload, Joy Explode," places fragrance discovery and Mona Kattan's rich Middle Eastern heritage at its center.

To mark the milestone, KAYALI will also host a series of in-store KAYALI Café experiences at 10 select Sephora locations across major cities in China, starting with Shanghai NJW flagship in October. Now one of the brand's most exciting global consumer concepts, KAYALI Café has travelled across leading beauty and cultural capitals, with celebrated stops in Dubai, New York, Miami, Mumbai, San Francisco and Paris. Its arrival in China marks the next chapter in this global journey and a defining moment in KAYALI's continued international expansion.

The launch will be further amplified through a high-impact program of retail, media and consumer activity, including statement store takeovers, OOH visibility, PR and influencer seeding, and dedicated CRM activity.

On October 21, Mona Kattan will host an intimate KAYALI Scent Lab in Shanghai, bringing together fragrance, beauty and lifestyle voices for a founder-led exploration of the KAYALI universe through scent discovery and community connection.

KAYALI will also be making its SEPHORiA Shanghai debut, participating in the landmark beauty event for the first time in this region from Friday, October 23 to Sunday, October 25, 2026. The immersive showcase will invite Chinese consumers to step inside the KAYALI universe, discover the brand's fragrances firsthand and explore the art of layering by experimenting with scent combinations to create their own scent mood. On Friday, October 23, Mona Kattan will also host an exclusive Masterclass taking guests deeper into her fragrance inspirations, KAYALI's Middle Eastern heritage and the brand's signature approach to layering.

"Chinese fragrance consumers are among the most sophisticated and discerning in the world. Entering China is more than an expansion for KAYALI; it is a milestone we have prepared for carefully, and we are here to listen as much as we are to launch. Following our strong momentum across Asia, launching exclusively with Sephora China gives us the scale, expertise and brand-building platform to establish a meaningful long-term presence, with the ambition of becoming one of Sephora China's top three fragrance brands," says Jessica Hanson, Global President of KAYALI.

AVAILABILITY
KAYALI will launch exclusively at Sephora China on Thursday, October 15, 2026, across more than 300 stores and through Sephora's digital channels.

ABOUT KAYALI
Fueled by passion, KAYALI was founded in 2018 by beauty mogul and fragrance fanatic Mona Kattan. Translating to 'my imagination' in Arabic, KAYALI provides a modern fragrance experience inspired by Mona's rich Middle Eastern heritage and the art of layering scents to help you create your mood, where sharing scents is a ritual and smelling good is both an act of goodwill and self-love. Mona collaborates with some of the world's most renowned perfumers and sources the finest ingredients to create unique juices that are infinitely memorable, long-lasting, and cruelty-free. Each luxurious fragrance is an ode to true craftsmanship and tells a special story, from the addictive notes to the multi-faceted jeweled bottles. A global social media powerhouse, Mona's obsession with fragrance has built an engaged community with more than 8 million combined followers. She's appeared in the world's leading publication in the likes of WWD, Cosmopolitan, Vogue, POPSUGAR, Allure, Marie Claire, Harper's Bazaar, Elle and was named one of the most powerful women in the Middle East by Forbes!

ABOUT SEPHORA
Sephora is the world's leading global prestige beauty retail brand. With 55 000 passionate employees operating in 37 markets, Sephora connects customers and beauty brands within the world's most trusted and dynamic beauty community. We serve a highly engaged community of hundreds of millions of beauty followers across our global omnichannel network of more than 3 400 stores and iconic flagships, and our e-commerce and digital platforms, offering personalized and immersive seamless experiences across every touchpoint. With our curation of close to 500 brands and our own label, Sephora Collection, we offer the most unique and diverse range of prestige beauty products, tailored to our customers' needs from fragrance to make-up, haircare, skincare and beyond, as we constantly reimagine the world of prestige beauty.
Since our inception in 1969 in Limoges, France, and as part of the LVMH Group since 1997, we have been disrupting the prestige beauty retail industry. Today, we continue to break with convention to drive our mission: champion a world of inspiration and inclusion where everyone can celebrate their beauty.

SOURCE KAYALI