Mona Kattan on why fragrance is the ultimate form of self-expression

Back in the day, when I was a self-proclaimed fragrance novice, I knew perfume largely by the pretty bottles sitting atop my dresser. Gourmand, bergamot, oud—scent jargon. It was simple: if I liked what I smelt, I was sold. Until I came across a Dubai-based brand that changed the name of the game: think perfume as an extension of personality and layering as a means of self-expression. Kayali—the brainchild of Mona Kattan and initially born under the Huda Beauty umbrella—took scent play to a whole new dimension. 

“When I launched Kayali in 2018, I wanted to bring my Middle Eastern heritage and love for fragrance layering to life in a way that felt playful, modern, and inclusive. I wanted people to feel empowered to experiment. To create a scent that felt uniquely their own,” she tells me. But long before this philosophy entered the fragrance lexicon, Kattan—the woman with a portfolio of over 4,500 fragrances (and counting)—had begun grounding her brand in centuries-old Middle Eastern scent traditions. 

In her culture, fragrance goes far beyond smelling good—it’s a ritual rooted in abundance and generosity. From burning bakhoor to perfume the hair, to layering a medley of scents, Kattan quickly learnt that beauty has no rulebook. She found inspiration in the most mundane, everyday moments. A wholesome meal, a childhood memory, a place she travelled to. 

“I’m very emotional and nostalgic when it comes to fragrance. I often ask myself, ‘What feeling does this bring out in me?’ and that feeling becomes the beginning of a fragrance story.” 

Sweet escape

Yet, fragrance isn’t always about profound scent stories. Much of Gen Z is simply obsessed with smelling edible—a playful take on beauty that has received Kattan’s seal of approval. According to Flipkart’s Glam Up Annual Beauty Trends Report 2025, Gen Z is embracing a “gourmand fragrance boom,” with dessert-inspired notes such as marshmallow, pistachio, and brown sugar gaining traction among younger shoppers.

In the pursuit of “smellmaxxing”—a social mediadriven trend to personalise your scent through layering— #GourmandPerfume has received over 12 million views on online platforms globally, with Indian content creators using hashtags like #DessertInABottle and #SmellLikeCake to rave about these “edible” scents. Meanwhile, content around “smellmaxxing routine” and “perfume layering tips” is up 1.4x year-on-year, garnering more than one million views from Indian creators last year. 

“Sweet, gourmand fragrances evoke an instant feeling of nostalgia, comfort, and indulgence. They make you feel like you’re wrapped in something delicious,” Kattan explains, adding, “And, layering makes this feeling even more special. You can combine different scents to create your own signature that feels uniquely yours.”

Beyond the bottle 

Flipkart’s report also notes that Gen Z is stacking body mists, lotions, and perfumes to create unique scent signatures. It’s no surprise, then, that Kattan has extended the art of layering to a lip and body care line featuring the decadent gourmand notes Kayali is best known for.

The Yum Lip & Body collection reimagines two of Kayali’s most-loved gourmand scents, Yum Boujee Marshmallow | 81 and Yum Pistachio Gelato | 33, in bold, new formats. “It’s about making every step of the ritual feel more intentional, sensorial, and delicious—allowing the fragrance experience to begin on the skin long before the final spritz,” she explains.

And while Kayali has found a global audience, its connection with India feels particularly personal. “There is already such a rich appreciation for fragrance, beauty rituals, and beautiful ingredients in India. What excites me most is how passionate and curious fragrance enthusiasts are—they are keen to discover new notes, understand layering, and experiment,” she shares.

The brand has strengthened its presence in India with an extensive e-commerce footprint spanning Sephora, Nykaa, Tira, and Myntra. But beyond distribution, the brand is on a quest to create more meaningful experiences that connect with the Indian community.

Your scent, your rules

The next generation of scent seekers, Kattan says, desire participation—not prescription. “They’re incredibly educated and don’t want a brand telling them, ‘This is the finished product. This is how you should wear it.’ They want to experiment, customise, and make it their own. They want to learn about notes, perfumers, layering, and the story behind what they’re buying. Most of all, they want brands to listen to them.” And that very ideology lies at the heart of Kattan’s vision for Kayali.

For her, the future of fragrance is more about giving consumers the freedom to discover what feels like them and less about dictating what they should wear. With exciting new projects in the works, her hope is for Kayali to become a true global fragrance house—one that continues to push the envelope while honouring her Middle Eastern heritage.

And when it comes to the ultimate Cosmo girl perfume, she believes we already have it: Eden Sparkling Lychee | 39 Eau de Parfum. “She’s juicy, sparkling, playful, and oh-so-confident. She smells sweet and bright when you first meet her, but then there’s this sexy, addictive depth that lingers, leaving you wanting more. She is the ultimate Cosmo girl.”

This article originally appeared in Cosmopolitan India's September-October 2026 print issue.

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