Kayali Fragrances is a contemporary perfume brand founded in 2018 by beauty entrepreneur Mona Kattan under the Huda Beauty umbrella. The name "Kayali," meaning "my imagination" in Arabic, reflects the brand's philosophy of creative expression through scent layering. Kayali quickly became known for modern, gourmand-forward fragrances that combine Middle Eastern richness with Western-style sweetness and wearability.

The brand's early success was driven by viral hits such as Vanilla 28 and Déjà Vu White Flower 57, which gained traction through social media and influencer culture. Kayali's signature style emphasizes indulgent notes—vanilla, caramel, pistachio, tonka, white florals—with compositions intentionally designed to be layered together or paired with other perfumes to create personalized blends.

Kayali bottles feature a distinctive jewel-shaped cap and are numbered to indicate the number of reformulations each scent underwent before final release, highlighting Mona Kattan's perfectionist approach to fragrance development. While approachable and trend-driven, Kayali maintains a strong luxury positioning through its aesthetic, concentration levels, and ingredient quality.

The brand appeals especially to younger perfume enthusiasts drawn to sweet, loud, and addictive perfumes with strong performance. Kayali has since expanded into more complex offerings while retaining its playful, social-media-driven identity, establishing itself as a major name in contemporary Arabian-inspired perfumery.