Kayali has launched its entry into the Chinese market with an omnichannel rollout spanning more than 300 points of sale, in an exclusive partnership with Sephora, according to WWD. The launch coincided with the fourth annual edition of Sephoria Shanghai, held from 23 to 25 October 2026 at Zhangyuan, just ahead of the Fête des célibataires online shopping festival.
Founded in 2018, Kayali is relying in Chine on a partnership with Sephora that has lasted eight years and covers more than 30 countries and around 3,000 points of sale worldwide, according to Cosmetics Business.
A range set to expand in November
The initial range offered in Chine includes seven of the brand's signature fragrances. Neuf additional scents are due to join the collection in November, as part of an extension already planned by the brand. L'offre also includes a 10 ml discovery format, as well as curated Sephora Favourites sets.
« Nous sommes patients, nous voulons construire notre communauté locale lentement, nous ne sommes pas là juste pour faire du volume, nous sommes là pour le long terme », said Mona Kattan, founder and chief executive of Kayali. She added that she wants to « aider les gens à devenir des experts en parfumerie », believing that « les consommateurs chinois ont déjà maîtrisé les soins de la peau, le parfum doit venir ensuite ».
At Sephora, Agnes Brissiaud, global vice president of fragrance and haircare merchandising, noted that « Kayali entre à une échelle significative, avec une présence marquée dans nos magasins à travers un mélange de murs de fond complets et d'espaces d'étagères dédiés ». She said the retailer has for several years sought to have the creativity of its partner brands intersect.
A chapter following Inde
This launch in Chine follows Kayali's recent rollout in Inde, with Chine appearing as the « prochain chapitre naturel » for the brand, according to remarks reported by Cosmetics Business. Travaillant with DSM-Firmenich, Kayali typically develops a fragrance over an average of two years, of which about 18 months is devoted to the oil alone. Mona Kattan also spoke of her wish to eventually bring the entire production process in-house, citing Chanel and Zara as references, while acknowledging that this project « nécessite beaucoup d'investissement et encore plus de risque ».
L'arrivée of Kayali is part of a broader movement at Sephora Chine, which had welcomed eleven additional beauty brands in April. Kattan says she wants to make Kayali one of the top three fragrance brands at the retailer in Chine, while pursuing gradual growth alongside local consumers. L'extension of the range in November will mark the next stage of this rollout.
