Beauty / news
Kayali Enters China With 300-Door Sephora Exclusive
Dubai-based fragrance label Kayali has made its China debut through an exclusive rollout with LVMH-owned Sephora, spanning more than 300 stores alongside a founder-led push. The launch, two years in the making, starts with seven signature scents and expands to nine more in November.
The gourmand fragrance house, known for its layering-focused approach to scent, has taken dedicated space inside Sephora doors across the Chinese market. The brand is also selling through Sephora's WeChat Mini Program store, putting the range on a digital channel widely used by domestic beauty shoppers.
The opening assortment covers seven of Kayali's best-known fragrances: 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.
A further nine scents are scheduled to join the line-up across November, building out the local offer beyond the initial core collection.
Founder and chief executive Mona Kattan framed the entry as a long-term community-building effort rather than a volume play. She said the brand intends to grow its Chinese following gradually and is "here for the long run."
The positioning draws on Kayali's "sweet overload, joy explode" ethos, adapted for local consumers, and follows a two-year development period ahead of launch. The brand, headquartered in Dubai, has built its reputation on gourmand fragrances and a scent-layering model.
The China entry deepens an existing relationship with Sephora, the LVMH-owned beauty retailer that serves as Kayali's longtime retail partner and now its sole distribution route in the market.