Mona Kattan, the entrepreneurial force behind Kayali Fragrances and co-founder of Huda Beauty, is stepping confidently into the public eye as she leads her fragrance brand into a new era of global influence. Once working largely behind the scenes in one of the world’s most successful beauty companies, Mona has emerged as the face, visionary, and driving energy of Kayali—a brand she describes as deeply personal and rooted in cultural heritage.
Founded in 2018, Kayali (which means “my imagination” in Arabic) began as Mona’s passion project, inspired by her Middle Eastern upbringing and Dubai’s rich perfume culture. Now, Kayali has evolved into a standout name in the luxury fragrance market, resonating with a global audience and redefining how people experience scent through rituals, emotion, and identity.
From Behind-the-Scenes to Center Stage
For years, Mona worked in the shadows of the Huda Beauty empire—overseeing operations, managing strategy, and playing a critical role in the brand’s explosive growth. Yet despite her achievements, she struggled with self-doubt when it came to stepping forward as the face of Kayali.
Initially hesitant, Mona credits the encouragement of her sister, Huda Kattan, and the introspective quiet of the COVID-19 pandemic for pushing her to take the leap. “I realized it was time for me to own my vision and bring the brand to life in a way only I could,” she explained in a recent interview.
This shift saw her reimagining Kayali’s voice, investing in content, and appearing front and center in campaigns—something that has added a powerful personal layer to the brand’s identity.
A Fragrance Ritual Rooted in Culture
Unlike many Western fragrance brands that focus on a single scent, Kayali emphasizes fragrance layering, a time-honored tradition in Middle Eastern beauty rituals. Mona’s goal was to introduce this concept globally, allowing consumers to craft a signature scent experience that feels personal and expressive.
The first release, Elixir 11, launched alongside three complementary scents meant to be worn individually or blended together. Though initially unfamiliar to some, fragrance layering quickly gained traction—especially during the pandemic, when people turned to beauty rituals for comfort and emotional connection.
“I wanted to create scents that spoke to people’s hearts, that could uplift their mood and transform their day,” Mona shared. This vision has shaped Kayali’s product development ever since, blending high-quality ingredients with emotional storytelling.
Creative Process & Craftsmanship
Behind Kayali’s success is a meticulous creative process that Mona likens to cooking. “It’s like making the perfect soup,” she said. “You need the right balance, the right heat, and lots of patience.” Each fragrance undergoes dozens of iterations—sometimes over 50—before it meets her standards.
From sourcing the finest raw materials to selecting the perfect bottle design, Mona remains deeply involved in every detail. Kayali’s distinctive bottle shape and opulent packaging are inspired by Middle Eastern perfume bottles found in traditional souks, giving the brand a luxurious yet authentic aesthetic.
Mona also revealed that there are currently around 20 unreleased scents in development, each waiting for the right moment to be introduced. This constant experimentation reflects her commitment to innovation and quality—not mass production.
Global Growth and Retail Success
Kayali has not only thrived online but has also found significant success in physical retail. The brand’s popularity in the UK, in particular, has surged thanks to partnerships with major retailers like Boots, ASOS, and Cult Beauty. Despite the challenges of selling fragrances digitally, Kayali’s strong branding and engaging content have helped it stand out in a saturated market.
The UK market, Mona says, has become one of Kayali’s strongest regions, thanks to enthusiastic consumer response and increasing brand visibility. She attributes this to a mix of powerful digital marketing, deep consumer connection, and an authentic brand story.
Expanding the Kayali Universe
In addition to its growing line of eau de parfums, Kayali is expanding into new product categories—including hair mists and hand creams—while being selective about what launches next. Mona is determined to grow the brand with intention, ensuring that every product lives up to the standards that have defined Kayali from the start.
“We’re not here to launch for the sake of launching,” she explains. “We’re here to create lasting experiences that people truly connect with.”
Her current focus includes building fragrance franchises, such as expanding successful scents like Eden into full collections. But Mona remains cautious about overextending the brand, preferring depth and longevity over trend-driven drops.
Purpose Over Profit
What sets Mona Kattan apart in the beauty industry is her unwavering passion for perfume. Unlike many entrepreneurs driven by numbers, Mona approaches fragrance with a deep emotional connection. “I’m not motivated by money when it comes to fragrance,” she says. “I’m obsessed. I want to create art.”
This obsession is evident in every facet of Kayali—from the formulation of its scents to the way they are marketed. Fans are drawn not only to the fragrances themselves but also to Mona’s honest, hands-on leadership style and the brand’s ethos of self-expression and ritual.
