Seamus Hammond
Kayali, the Dubai-based fragrance brand, was founded in 2018 by sisters Huda and Mona Kattan under the umbrella of parent company Huda Beauty. In February 2025, Huda Beauty announced it would sell its ownership in Kayali, with Mona Kattan becoming the sole owner of the perfume brand. Mona Kattan, an Arab American entrepreneur, is recognised as one of the most influential women in the fragrance industry and the Arab world.
| Characteristics | Values |
|---|---|
| Founder | Mona Kattan |
| Co-founder | Huda Kattan |
| Current Owner | Mona Kattan and General Atlantic |
| Year founded | 2018 |
| Parent company | Huda Beauty |
| Number of Instagram followers | 54.2 million |
| Number of perfumes in Mona Kattan's personal collection | 4,500 |
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What You'll Learn
Mona Kattan is the current owner of Kayali
Mona Kattan's passion for perfume has been the driving force behind Kayali's dramatic growth and success. Known as the "Perfume Princess," she has over 4,500 perfumes in her personal collection. Her dedication to fragrance innovation and inclusivity in beauty has earned her recognition as one of the most influential women in the industry and the Arab world. With her rich Middle Eastern heritage as inspiration, Mona has reshaped the industry landscape through the art of layering scents, helping people create their moods and connect with others.
Kayali's unique approach to modern perfumery has gained global recognition. The brand collaborates with renowned perfumers and sources the finest ingredients to create long-lasting, cruelty-free fragrances. Each luxurious scent tells a special story, from addictive notes to multi-faceted jewel-inspired bottles. Through her creative vision, Mona has built a global community of over 6 million followers across social media, with features in leading publications such as Vogue, Elle, and Harper's Bazaar.
Mona's influence extends beyond the fragrance industry. Forbes named her one of the most powerful women in the Middle East in 2024 and 2025, and she has appeared on popular TV shows like Netflix's Dubai Bling and Shark Tank. Additionally, she serves as an active mentor and speaker, shaping the future of the beauty industry through her involvement with organizations like YPO and Founders Forum.
With the support of General Atlantic, Mona Kattan is poised to continue Kayali's journey of growth and transformation. The partnership will provide the resources and expertise needed to expand the brand's global presence and further disrupt the fragrance industry with bold innovation. As an independent company, Kayali will maintain its authenticity and creativity while unlocking new opportunities for the future.
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Huda Beauty sold Kayali in 2025
Huda Beauty, the cosmetics line founded by Huda Kattan, has sold its ownership in the fragrance brand Kayali. The sale was announced on 17 February 2025, with the brand's co-founder and Huda's sister, Mona Kattan, set to run it as an independent company.
Kayali was founded in 2018 under the umbrella of parent company Huda Beauty. With a unique approach to modern perfumery, the brand quickly became a disruptive force in the fragrance industry. Known for its art of layering scents and Middle Eastern heritage, Kayali has gained global recognition for its memorable, long-lasting, and cruelty-free fragrances.
Mona Kattan, an Arab American entrepreneur, is an influential figure in the fragrance industry and the Arab world. Her passion for perfume has built a global community of over 6 million followers across social media. With her creative vision, Kayali evolved into a powerhouse, and she has been honoured with the title of "Most Influential Social Media Personality" by The Fragrance Foundation in 2018.
The sale of Kayali to Mona Kattan and growth equity firm General Atlantic marks a pivotal moment for the brand. As an independent company, Kayali will continue to build on its success, with plans to expand its global presence and launch new products. Huda Kattan expressed excitement for the future of Kayali and her sister's continued success.
With this move, Huda Beauty returns to full founder ownership, redeeming the ownership interest held by TSG Consumer Partners since 2017. The separation of the businesses allows Huda Beauty to focus on its own growth and evolution within the beauty industry, while Kayali embarks on its next chapter as a standalone fragrance powerhouse.
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Mona Kattan is an influential entrepreneur
Kattan's expertise in the fragrance industry is well-respected, and she has been recognised as one of the most influential women in the Arab world. Her influence extends beyond the industry, with a global community of over 6 million followers across social media. She has been featured in leading publications such as Vogue, Cosmopolitan, and Elle, and has been named one of the most powerful women in the Middle East by Forbes in 2024 and 2025. Additionally, Kattan has appeared on popular TV shows like Netflix's "Dubai Bling" and "Shark Tank".
Kattan's success as an entrepreneur extends beyond her role as the founder and CEO of KAYALI. She also launched her first business venture in 2009, a PR and business consultancy, while simultaneously building her personal network and community. Her entrepreneurial spirit and business acumen have been instrumental in the success of KAYALI and her other ventures.
In 2025, Kattan took KAYALI to new heights by partnering with General Atlantic, a leading global growth equity firm. Through this partnership, KAYALI transitioned into a standalone fragrance powerhouse, with Kattan as its joint owner and CEO. This move allowed KAYALI to operate as an independent company, accelerating its growth and evolution while maintaining its authenticity and creativity. The partnership with General Atlantic unlocked new opportunities, expanded the brand's global presence, and continued to disrupt the fragrance industry with bold innovation.
Mona Kattan's influence and success as an entrepreneur in the fragrance industry are undeniable. Through her passion, business acumen, and dedication to inclusivity, she has built a powerful brand in KAYALI and established herself as a leading figure in the world of perfume.
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General Atlantic is a leading global growth investor
Kayali, the fragrance brand, was founded in 2018 by Huda Kattan and her sister, Mona Kattan. Huda Beauty, the parent company, has sold its ownership in Kayali, with Mona Kattan set to run it as an independent company with General Atlantic as a partner. 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 established herself as a leading figure in the fragrance world. With over 4,500 perfumes in her personal collection, she has been honoured with the title of "Most Influential Social Media Personality" by The Fragrance Foundation in 2018.
As a leading global growth investor, General Atlantic has a deep understanding of the dynamics driving growth in various industries, including the beauty and fragrance sectors. The firm has a proven track record of identifying innovative and disruptive businesses, such as Kayali, and providing the necessary resources and expertise to fuel their expansion. With their investment in Kayali, General Atlantic not only recognises the brand's unique approach to modern perfumery but also its potential for global growth.
General Atlantic's investment in Kayali is a testament to their commitment to supporting visionary founders and disruptive businesses. By partnering with Mona Kattan, General Atlantic gains access to her creative vision, industry expertise, and deep connection with the brand's global community. Together, they will work to accelerate Kayali's evolution, expand its global presence, and continue disrupting the fragrance industry with bold innovations.
General Atlantic's role as a leading global growth investor is further demonstrated by their extensive portfolio of investments across multiple sectors. Their ability to identify high-growth companies and their commitment to long-term value creation have made them a trusted partner for founders and entrepreneurs seeking strategic support and capital to fuel their expansion. With their investment in Kayali, General Atlantic adds another successful partnership to their portfolio, reinforcing their position as a leading global growth investor.
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Kayali is inspired by Middle Eastern heritage
Kayali, the perfume brand, was founded by beauty mogul and fragrance enthusiast Mona Kattan, alongside her sister Huda Kattan, under the umbrella of their parent company Huda Beauty. Mona Kattan is an Arab American entrepreneur who has been recognised as one of the most influential women in the fragrance industry and the Arab world. Known as the "Perfume Princess", she has established herself as a leading figure in the fragrance world, with over 4,500 perfumes in her personal collection.
Mona's passion for perfume has built a global community of over 6 million followers across social media. Her expertise has been featured in leading publications such as Vogue, Cosmopolitan, and Elle. Forbes also named her one of the most powerful women in the Middle East in 2024 and 2025.
The name "Kayali" translates to "my imagination" in Arabic. The brand was inspired by Mona's rich Middle Eastern heritage and the art and rituals of layering scents to create a mood. Kayali collaborates with some of the world's most renowned perfumers and sources the finest ingredients to create unique, long-lasting, and cruelty-free fragrances. Each luxurious scent tells a special story, from the addictive notes to the multi-faceted jewelled bottles.
In 2025, Huda Beauty sold its ownership in Kayali, with Mona Kattan set to run it as an independent company in partnership with General Atlantic. This new partnership will provide the resources and expertise to accelerate the brand's evolution, expand its global presence, and continue to disrupt the fragrance industry.
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Frequently asked questions
Kayali perfume was founded by Huda Kattan and her sister Mona Kattan in 2018. In 2025, Huda Beauty sold its ownership in Kayali, with Mona Kattan becoming the owner and running it as an independent company.
Mona Kattan is an Arab American entrepreneur and influencer in the fragrance industry. She is also the co-founder of Huda Beauty. Known as the "Perfume Princess", she has a personal collection of over 4,500 perfumes.
The sale of Kayali to Mona Kattan and General Atlantic allowed Huda Beauty to buy back a stake held by TSG Consumer Partners since 2017. The sale also provided the resources and expertise to accelerate the brand's evolution and expand its global presence.
