Antonio Mcgowan
Kayali, the Dubai-based fragrance brand, was founded in 2018 by sisters Huda and Mona Kattan as part of their cosmetics line, Huda Beauty. In February 2025, Huda Beauty sold its ownership in Kayali, with Mona Kattan becoming the sole owner and CEO of the newly independent company. Mona Kattan, an Arab American entrepreneur, is recognised as one of the most influential women in the fragrance industry. She has over 4,500 perfumes in her personal collection and is dedicated to fostering inclusivity in beauty.
| Characteristics | Values |
|---|---|
| Previous owner | Huda Beauty |
| Current owner | Mona Kattan and General Atlantic |
| Year founded | 2018 |
| Founder | Huda Kattan and Mona Kattan |
| Current CEO | Mona Kattan |
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What You'll Learn
Kayali was founded by Huda and Mona Kattan
Kayali, the Dubai-based fragrance brand, was founded by sisters Huda and Mona Kattan in 2018. Huda Kattan is also the founder of the cosmetics line Huda Beauty, the parent company of Kayali. Mona Kattan, an Arab-American entrepreneur, is recognised as one of the most influential women in the fragrance industry and the Arab world. Known as the "Perfume Princess", she has over 4,500 perfumes in her personal collection.
Mona Kattan's passion for perfume led to the creation of Kayali, which quickly became a disruptive force in the fragrance industry. Under her creative vision, the brand gained global recognition for its unique approach to modern perfumery and its gourmand fragrances and scent layering.
In February 2025, Huda Beauty sold its ownership in Kayali, with Mona Kattan taking over as the CEO and sole owner of the fragrance brand. Mona Kattan partnered with growth equity firm General Atlantic to jointly own Kayali post-sale. This new partnership will provide the resources and expertise to accelerate the brand's evolution and drive its next chapter.
The separation of the businesses marks an exciting new era for both brands, with Huda Kattan expressing her excitement for Kayali's future growth and her pride in Mona Kattan's success.
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Mona Kattan will continue as CEO
Mona Kattan is recognised as one of the most influential women in the fragrance industry and the Arab world. Known as the "Perfume Princess", she has over 4,500 perfumes in her personal collection and was honoured as the "Most Influential Social Media Personality" by The Fragrance Foundation in 2018. Her passion for perfumes and expertise in marketing have been instrumental in the success of both Huda Beauty and Kayali.
As CEO of Kayali, Mona will continue to drive the brand's creative vision and growth strategy. She has partnered with growth equity firm General Atlantic, which has jointly acquired Kayali with her. This new partnership will provide the resources and expertise needed to accelerate the brand's evolution, expand its global presence, and further disrupt the fragrance industry with bold innovation.
Mona's mission for Kayali is to create a fragrance brand that inspires confidence, creativity, and self-expression. She aims to foster inclusivity in beauty and has successfully established Kayali as a globally renowned Middle Eastern brand, recognised for its unique approach to modern perfumery and gourmand fragrances. With Mona at the helm, Kayali is poised to continue its growth journey, building on its global community and pushing the boundaries of scent storytelling.
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Huda Beauty sold its ownership in Kayali
Huda Beauty has sold its ownership in Kayali, the Dubai-based fragrance brand. The sale was made to Kayali's co-founder, Mona Kattan, and General Atlantic, a private equity investor. Mona Kattan is also the founder and CEO of Huda Beauty, which she runs with her sisters Huda and Alya Kattan.
The deal, which was advised on by Goldman Sachs, will allow the Kattans to buy out TSG Consumer Partners' stake in Huda Beauty. The value of the deal has not been disclosed.
Following the sale, Kayali will operate as an independent company, with Mona Kattan continuing as CEO. The brand's fragrances are currently sold by major retailers such as Sephora USA Inc., Walgreens Boots Alliance Inc., and ASOS Plc.
Huda Kattan described the sale as a pivotal moment for Kayali, expressing excitement for the brand's future as an independent company. She also stated that she was "so excited to see what the future holds as Kayali continues to grow".
The sale of Kayali comes amid a surge in merger and acquisition activity in the beauty sector, with buyers seeking to capitalise on increased spending on cosmetics globally.
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Mona Kattan is recognised as one of the most influential women in the fragrance industry
In 2025, Huda Beauty, the cosmetics line by Huda Kattan, sold its ownership of the fragrance brand Kayali. Kayali was founded by Huda and her sister Mona Kattan in 2018 and will now operate as an independent company, with Mona Kattan continuing on as CEO.
Beyond her role as a brand founder and CEO, Mona is an active mentor, speaker, and member of organisations like YPO, Founders Forum, and The Fragrance Foundation, continually shaping the future of the beauty industry. Her creative vision has helped Kayali quickly evolve into a powerhouse, gaining global recognition for its unique approach to modern perfumery.
Mona's partnership with growth equity firm General Atlantic will provide the necessary resources and expertise to accelerate the brand’s evolution and drive forward its “next chapter”.
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Kayali is now jointly owned by Mona Kattan and General Atlantic
Kayali, the Dubai-based fragrance brand, was founded in 2018 by sisters Huda and Mona Kattan under the umbrella of parent company Huda Beauty. Huda Beauty is a cosmetics line by Huda Kattan. Mona Kattan, an Arab-American entrepreneur, is recognised as one of the most influential women in the fragrance industry and the Arab world. Known as the "Perfume Princess", she has over 4,500 perfumes in her personal collection.
In February 2025, Huda Beauty sold its ownership in Kayali, with co-founder and sister Mona Kattan set to run it as an independent company with General Atlantic, a growth equity firm. Mona Kattan will continue as CEO of Kayali, and the brand will continue on its mission to create a fragrance brand that inspires confidence, creativity, and self-expression.
The new partnership will provide the "necessary resources and expertise" to accelerate the brand's evolution and drive forward its "next chapter". The partnership will also help maintain the brand's authenticity, creativity, and deep connection with its community. Mona Kattan's business acumen and marketing skills, combined with General Atlantic's resources and expertise, position Kayali for significant growth and success in the fragrance industry.
This joint ownership marks an exciting new era for Kayali, filled with possibilities, growth, and innovation. The brand is well-positioned to expand its global community, launch new products, and continue pushing the boundaries of scent storytelling. With Mona Kattan's passion for perfumes and business savvy, along with General Atlantic's support, Kayali is expected to thrive in this new chapter.
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Frequently asked questions
Kayali fragrances was founded by Huda and Mona Kattan in 2018 under the umbrella of parent company Huda Beauty. In 2025, Huda Beauty sold its ownership in the fragrance brand. Mona Kattan, co-founder of Huda Beauty, now jointly owns Kayali with growth equity firm General Atlantic.
Kayali fragrances was founded by sisters Huda and Mona Kattan.
The decision to sell its ownership of Kayali reflects Huda Beauty's commitment to growth and evolution within the beauty industry. The sale allows Kayali to operate independently and unlock new opportunities to expand its global presence.
