TL;DR
Get beauty and skincare favorites delivered free with Prime
- Fast, free delivery on millions of items
- Prime Video, Amazon Music and more included
- Member-only deals all year
Kayali launched in China exclusively through Sephora on Oct. 15, with an omnichannel rollout across more than 300 stores and Sephora China’s digital platforms. Founder Mona Kattan said the brand aims to become one of Sephora China’s top three fragrance brands; that is an ambition, not a reported ranking. Nine more fragrances are planned for November.
Mona Kattan’s Kayali has entered China through an exclusive partnership with Sephora China, launching on Oct. 15 across more than 300 stores and the retailer’s digital platforms. Kattan said the fragrance brand aims to become one of Sephora China’s top three fragrance brands, a target rather than a confirmed market position.
The rollout follows more than three years of preparation, according to Cosmetics Business. Kayali’s first China assortment includes Vanilla | 28 Eau de Parfum, Yum Boujee Marshmallow | 81 Eau de Parfum and Eden Sparkling Lychee | 39 Eau de Parfum. The company plans to add nine fragrances in November, expanding the range across several scent profiles.
The launch combines physical retail and digital access. Kayali products are available in more than 300 Sephora China stores as well as the retailer’s online channels. Sephora Global Vice President of Merchandising for Fragrance and Haircare Agnes Brissiaud said the brand would feature in stores through full backwalls and dedicated shelf space, alongside digital content intended to connect online discovery with in-store testing.
Sephora also presented Kayali at Sephoria Shanghai, its beauty festival held from Oct. 23 to 25, 2026, the report said. The event included activities focused on scent layering, while Kattan hosted a masterclass on opening day. Sephora said it would support discovery with formats including 10-millilitre bottles and curated Sephora Favourites kits; Brissiaud said those formats had seen immediate success in China, without providing sales figures.
Sephora Sets the Scale for Kayali
The partnership gives Kayali access to a substantial retail and digital network as it seeks to establish itself in a market Kattan described as influential and increasingly receptive to fragrance. More than 300 stores provide physical reach, while Sephora’s digital channels and in-store advisors can help introduce shoppers to the brand and its approach to layering scents.
For consumers, the launch brings a selection of Kayali fragrances and discovery formats to a new market, with further products expected in November. For the business, the stated goal of becoming a top-three Sephora China fragrance brand sets a measure of ambition, but the source report gives no sales, market-share or ranking data showing how close Kayali is to that position. Its performance will depend on whether initial interest translates into sustained demand.
Kattan framed the entry as a long-term investment rather than a one-off launch. Sephora’s local retail experience may help the brand understand shopping habits and build awareness, but neither company disclosed specific targets for sales, store expansion or the timetable for reaching the ranking goal.
Popular right now
Bose QuietComfort Ultra Earbuds (2nd Gen), Deep Plum
Ninja Foodi 10-Qt DualZone Smart XL Air Fryer, 6-in-1, DZ550
Dyson Cyclone V10 Origin Cordless Vacuum
As an affiliate, we earn on qualifying purchases.
Kayali’s Partnership and China Entry
Founded in 2018, Kayali was established by Kattan around Middle Eastern fragrance heritage and the practice of scent layering. The China launch follows the brand’s expansion into other markets, including a recent launch in India, as reported by Cosmetics Business.
Kattan said Kayali and Sephora have worked together for eight years, with the partnership spanning more than 30 countries and approximately 3,000 doors globally. Those figures were provided by Kattan in the report. She described the existing relationship and Sephora’s Chinese market expertise as reasons for choosing the retailer as the exclusive partner in China.
The launch assortment is intended to show more than one style of fragrance, Kattan said, with options spanning gourmand, fruity, floral and musky profiles. The planned November additions would broaden that range. The company has also tied the launch to in-person fragrance education and events, reflecting the challenge of helping shoppers discover a scent through both digital content and direct testing.
“This creates a seamless path for consumers, from engaging with Kayali’s content and community online to discovering and layering fragrances firsthand in-store.”
— Agnes Brissiaud, Sephora Global Vice President of Merchandising for Fragrance and Haircare, speaking to Cosmetics Business
Sales and Ranking Remain Undisclosed
The source report does not provide sales figures, market share or independent rankings for Kayali in China or within Sephora’s fragrance business. The top-three position is an ambition expressed by Kattan, and no deadline or performance metric for reaching it was specified.
It is also unclear how the November expansion will be distributed across stores and digital channels, or whether the launch will lead to additional retail locations beyond the more than 300 included at launch. Sephora and Kayali did not disclose pricing, expected revenue or a detailed schedule for future product additions in the report.
Brissiaud’s statement that discovery formats had seen immediate success in China was not accompanied by figures or a defined measurement period. The scale and duration of that performance therefore cannot be assessed from the information provided.
November Range Expansion Ahead
The next stated product milestone is the planned arrival of nine additional fragrances in November. Further updates on availability, product selection and distribution would clarify how Kayali is expanding beyond its initial three scents.
Kayali and Sephora will also need to build on the launch through ongoing digital activity, store presentations and fragrance discovery experiences. The source report identifies Sephora advisors, sampling formats and events as parts of that strategy, but does not give dates for further activations after Sephoria Shanghai.
Whether Kayali progresses toward its top-three ambition will become clearer only with later sales or ranking information. Neither company provided a timetable for that goal in the report.
Key Questions
When did Kayali launch in China?
The brand launched on Oct. 15 through Sephora China, according to Cosmetics Business.
Where can shoppers find Kayali in China?
The launch covers more than 300 Sephora stores and Sephora China’s digital platforms. The report does not list individual store locations.
Which Kayali fragrances were included at launch?
The initial selection 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?
That has not been established in the source report. Kattan described it as the brand’s ambition, and no ranking or sales data was provided.
What is planned next for Kayali in China?
Kayali plans to add nine fragrances in November. The report does not specify a full schedule or further distribution details.
Source: cosmeticsbusiness.com
