Kayali’s Secret Sauce

There is a lot to learn and emulate from the success of Kayali and Mona Kattan. From Kayali successfully capturing both the Western and Middle Eastern markets, to Mona's ability to connect with her customers and audience.

Last week, I had the pleasure of attending the Kayali Rock Sugar launch in London. An event that underlined why Kayali has a cult following. Amidst the vibrant ambience and fantastic merch, a moment stood out among the flurry of Instagram stories and posts. It was Mona's interaction with Soki London. Their warm embrace and genuine admiration set the stage as Soki presented Mona with her independently developed perfume: "Aphrodite". Mona excitedly sampled it, gushing about how amazing it was. Despite the event's focus being a new Kayali release, Mona's willingness to embrace a "competitor" on her platform speaks volumes about her character and why she is so loved by the fragrance and beauty community.

I can personally attest to Mona's generosity in this regard. A few months ago, when my fledgling venture, Dikari, struggled to gain traction and engagement, I mustered the courage to reach out to Mona to pitch my perfume travel case. Despite numerous reasons for her to disregard my message —be it my modest following or the recent release of Kayali's own travel case— Mona surprised me with a supportive response. This is quintessentially Mona: open-hearted and eager to champion innovation.

The marketing funnel offers an invaluable insight into the Kayali’s phenomenon. With its five stages—Brand Awareness, Customer Consideration, Customer Conversion, Customer Loyalty, and Advocacy—Kayali has firmly cemented its place in the loyalty stage. For many, being a Kayali customer transcends mere product appreciation; it's about being part of an exclusive yet inclusive community, drawn together by a shared love for the brand.

Such inclusivity and support lie at the heart of Kayali's success. Mona's ethos of backing other brands and nurturing budding creators radiates through her team. As beauty content creator Funmi Monet shared on TikTok, "Mona has the ability to make you feel seen." Whether you're the first or fiftieth person she encounters during her meet and greets, each interaction with Mona feels truly special.