KAYALI, the innovative fragrance brand founded by Huda and Mona Kattan, will transition to independent ownership through a partnership with General Atlantic to accelerate its growth in the global fragrance market.

Target Information

KAYALI, founded in 2018 by Huda and Mona Kattan, is a leading fragrance innovator known for creating gourmand scents that resonate with consumers worldwide. Established under the parent company Huda Beauty, KAYALI rapidly gained recognition for its unique approach to modern perfumery and its ability to disrupt the fragrance market. The brand has gained a loyal following, attributed to its creative marketing strategies and strong social media presence, establishing itself as a prominent Middle Eastern brand in the global fragrance industry.

Mona Kattan, the driving force and face of KAYALI, has been instrumental in the brand's growth. Following the sale of Huda Beauty's ownership stake, KAYALI will become an independent entity in partnership with General Atlantic, aiming to expand its global reach and continue to innovate in the scent layering category.

Industry Overview

The fragrance industry in the United Arab Emirates and the broader Middle East has experienced substantial growth, driven by increasing consumer demand for unique and high-quality scents. Factors contributing to this growth include rising disposable in