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Breaking the internet is par for the course for Huda and Mona Kattan, whose fragrance launch is set to do exactly that
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AFTER OBSESSIVELY devouring all of Huda Boss – the reality show streamed on Facebook that follows the improbably glamorous yet hardworking uber-lives of Huda and Mona Kattan – we know that the sisters put blood, sweat and glitter into everything Huda Beauty creates. We also know that perfume is something Mona eats, sleeps and breathes (remember her epic fragrance closet?), so while it’s no surprise that it was next on the cards, it was still pretty shocking when we found out that Kayali was six years in the making. Six years! That’s some impressive dedication – and just one indication that this ain’t gonna be just any old perfume.
Releasing four initial scents into Sephora (rumour has it they’re
already working on a second drop), the sisters worked with worldrenowned, Geneva-based perfume house Firmenich on bringing Kayali – Arabic for ‘my imagination’ – to life. Having Firmenich on board is basically code for ‘not messing about’, since it’s home to the finest noses on the planet. It counts Christine Nagel, now in-house perfumer at Hermès, among its alumni, and offered the sixth master nose in the world to help create the four Kayali scents – Elixir 11, Citrus 08, Musk 12 and Vanilla 28.
Inspired by rich Middle Eastern perfume traditions, even the faceted glass bottle is a modern-day ode to the ornate, jewel-like flacons of old. The Arabic art of fragrance layering is also really underlined, with Mona explaining, “It really is about empowering consumers… so they can layer and create their own unique blend.” She adds, “Personalisation is a growing movement, and this concept empowers people to express their tastes and individuality.” Hopefully this also means engraved bottles at some point in the near future…
By the look of it, Elixir 11 is the signature scent of the collection. Think of this as the backdrop to which the other three fragrances can play out against. It combines sweet red apple, rose-petal essence and rosa centifolia, mixed with more woody touches of Indonesian patchouli and amber.
Vanilla 28, in their words “a masterpiece of refined and cultivated nuance”, bottles jasmine with two types of vanilla – Madagascan vanilla orchid and Brazilian tonka. Musk 12 blends lotus flower, freesia and jasmine, while Citrus 08 is a sparkling combo of bergamot, pink grapefruit and blackcurrant.
Separate to the Huda Beauty portfolio, Kayali marks the launch of a sub-brand with a different aesthetic to the umbrella line it sits beneath. The Kattans are branching out big time. Hands up who wants to see skincare next?
The Kattans asked instagram artist Sara Shakeel to sprinkle some stardust on the Kayali campaign
Near right: Elixir 11 sets the olfactory tone for the Kayali fragrance quartet