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Mona Kattan’s Kayali entered mainland China on Oct. 15 through an exclusive, omnichannel Sephora partnership spanning more than 300 stores and Sephora China’s digital platforms. Kattan said the brand aims to become one of Sephora China’s top three fragrance brands; that is an ambition, not a reported ranking or achieved result.
Mona Kattan’s Kayali launched in mainland China on Oct. 15, entering the market exclusively through Sephora China with an omnichannel rollout across more than 300 stores and the retailer’s digital platforms. Kattan told Cosmetics Business the brand hopes to become one of Sephora China’s top three fragrance brands; the target is an ambition, not a confirmed market position.
The debut range includes Vanilla | 28 Eau de Parfum, Yum Boujee Marshmallow | 81 and Eden Sparkling Lychee | 39. Kayali planned to add nine more fragrances in November, according to the report. The expanded assortment is intended to show Chinese shoppers a range of scent families, including gourmand, fruity, floral and musky fragrances, Kattan said.
The rollout is the result of more than three years of preparation, according to Cosmetics Business. Kayali was founded in 2018, and the China entry follows expansion into other markets, including a recent launch in India. Kattan described mainland China as the brand’s “natural next chapter” and said the company sees it as a long-term market, rather than a one-off launch.
Sephora is providing both physical retail and digital distribution. Sephora Global Vice President of Merchandising for Fragrance and Haircare Agnes Brissiaud said Kayali received prominent store placement, including full backwalls and dedicated shelf space, alongside online content and discovery tools. The retailer is also using formats such as 10ml bottles and curated Sephora Favourites kits, which Brissiaud said had seen early success in China.
Sephora Gives Kayali Local Scale
The partnership gives Kayali access to an established beauty retailer’s store network, digital channels and local retail expertise as it enters a major fragrance market. For shoppers, the launch adds another international brand to Sephora China’s fragrance assortment, with products and sampling-oriented formats intended to support trial and discovery.
For Kayali, the opening is a test of whether its scent-layering approach and Middle Eastern heritage can connect with consumers in a market Kattan described as increasingly sophisticated and curious about fragrance. The stated top-three goal signals how the brand hopes to measure its relationship with Sephora China, but the source provides no current ranking, sales figures or market-share data. The scale of the rollout is confirmed; its commercial performance is not.
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A Long Sephora Partnership
Kayali’s China launch builds on a relationship with Sephora that Kattan said spans eight years, more than 30 countries and approximately 3,000 stores globally. She credited the retailer with a role in the brand’s international growth and said Sephora’s China experience made it a suitable exclusive launch partner.
The brand’s China strategy pairs online discovery with in-person fragrance education. The source report also described Kayali’s presence at Sephoria Shanghai, scheduled for Oct. 23–25, 2026. Kattan was set to host a masterclass on the brand’s inspirations, Middle Eastern heritage and layering approach. The report said other consumer-facing initiatives include the Kayali Café and Scent Lab, though it did not provide further details about their schedule or format.
“This marks Kayali’s next major milestone in Asia, bringing its signature art of fragrance layering to one of the world’s most influential markets.”
— Agnes Brissiaud, Sephora’s Global VP of Merchandising for Fragrance and Haircare, speaking to Cosmetics Business
Sales and Ranking Remain Unknown
The source report does not provide sales, customer-response data, market share or an independent ranking of fragrance brands on Sephora China. It is not yet clear how quickly Kayali could approach its stated top-three goal, what performance criteria would define that position, or how the initial products are selling.
The report says nine additional fragrances were planned for November but does not list all of them or confirm their availability after that planned date. It also does not specify prices, product quantities, store-by-store availability, or whether the planned event and discovery initiatives produced measurable results.
More Fragrances and Market Learning
The next product step cited in the report was the planned November addition of nine fragrances. Kayali and Sephora are also positioning in-store advice, digital content and discovery-sized products as ways to introduce the range and encourage consumers to try layering.
The longer-term test will be whether the launch develops into repeat demand and a durable position within Sephora China’s fragrance business. Kattan has said the company intends to listen and learn in the market, but the source does not give a timetable for reaching the top-three ambition or a date for reporting performance. Any assessment of progress will depend on future sales or ranking information.
Key Questions
When did Kayali launch in mainland China?
Kayali launched through Sephora China on Oct. 15, according to the source report.
Where can consumers find Kayali in China?
The launch covered more than 300 Sephora stores and Sephora China’s digital platforms. The report does not give a store-by-store availability list.
What fragrances were in the initial range?
The initial assortment included Vanilla | 28, Yum Boujee Marshmallow | 81 and Eden Sparkling Lychee | 39, all Eau de Parfum.
Has Kayali become one of Sephora China’s top three fragrance brands?
No ranking was reported. Becoming a top-three fragrance brand is Kattan’s stated ambition, not a confirmed result.
What products were planned after the launch?
The report said Kayali planned to introduce nine additional fragrances in November. It did not confirm their later availability or provide a full list.
Source: cosmeticsbusiness.com
