KAYALI to Launch Across More Than 300 Sephora Stores in China
KAYALI will enter China on 15 October through an exclusive partnership with Sephora, launching across more than 300 stores and the retailer’s digital channels. The expansion follows two years of preparation and high double-digit growth across Asia, with KAYALI setting its sights on becoming one of Sephora China’s top three fragrance brands.
The rollout will combine dedicated KAYALI display walls and shelf space with online discovery, introducing the brand’s approach to fragrance layering to a new audience. It builds on an eight-year relationship with Sephora that now spans more than 30 countries and approximately 3,000 retail locations worldwide.
The opening assortment includes 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. Nine further fragrances will join the selection throughout November.
Founded by Mona Kattan in 2018, KAYALI draws on her Middle Eastern heritage and the tradition of layering scents. That approach will inform both the retail experience and a launch campaign titled “Sweet Overload, Joy Explode”, built around the brand’s gourmand fragrances.
“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,” said Mona Kattan, Founder & CEO of KAYALI.
To support the launch, KAYALI Café experiences will visit ten selected Sephora stores across major Chinese cities, beginning at the Shanghai NJW flagship in October. Kattan will also host a Scent Lab in Shanghai on 21 October, followed by a masterclass on 23 October as part of the brand’s first appearance at SEPHORiA Shanghai. The event runs from 23 to 25 October.
“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,” said Jessica Hanson, Global President of KAYALI.
KAYALI launches exclusively at Sephora China, in-store and online, on Thursday 15 October 2026.
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