As of April 2026, KAYALI is actively capitalizing on the growing gourmand fragrance trend with the recent launch of two new scents under its Eden collection: Eden Sweet Peach | 35 and Eden Plush Pear | 23. To celebrate these additions, the brand hosted a star-studded, nostalgia-themed house party in Los Angeles on March 19, 2026, followed by a pop-up event in the city that concluded in late April 2026.

Public reception remains strong, with social media discourse highlighting the brand's ability to create "moments" rather than just products, and users frequently praising the new spring/summer releases as highly anticipated additions to the market. Public opinion of KAYALI is characterized by high engagement with its signature "layering" concept.

On platforms like Sephora and Fragrantica, customers frequently praise the brand's versatility, specifically noting that scents like Vanilla 28 serve as excellent bases for layering. While some users have historically debated the "hype" surrounding certain bestsellers, the consensus among fans is that the fragrances are sophisticated, "womanly," and effectively avoid being overly childish.

The brand’s discovery sets are consistently recommended by beauty enthusiasts on Reddit and Lemon8 as an entry point for those looking to experiment with the art of scent combination. The brand’s reputation is deeply rooted in its Middle Eastern heritage and the expertise of its founder, Mona Kattan.

Since its inception in 2018, KAYALI has been defined by its unique numbering system, which represents the number of formulations required to perfect each scent. The brand has successfully transitioned from a sub-label of Huda Beauty into an independent powerhouse.

This shift was formalized on February 17, 2025, when the company announced a partnership with General Atlantic to support its next phase of global growth, followed by the announcement on February 18, 2025, that Mona Kattan would depart Huda Beauty to lead KAYALI as a standalone entity. Prior to its independence, KAYALI experienced a period of rapid international expansion.

In 2024, the brand significantly increased its physical footprint, including a major distribution expansion into Boots stores across the UK and Ireland in August 2024 and a high-profile launch in the Philippines in July 2024. Throughout its history, the brand has maintained a consistent focus on the "Perfume Princess" persona cultivated by Kattan, emphasizing the ancient Middle Eastern tradition of layering to create personalized, unique scent profiles.