Introduction

Kayali is not a typical celebrity fragrance brand built on name recognition alone. Founded by Mona Kattan, co-founder of Huda Beauty, Kayali was created with a clear point of view with modern Middle Eastern perfumery being translated for a global audience. The brand is rooted in the tradition of layering fragrances, storytelling through scent, and treating perfume as a personal ritual rather than a one-note product.

From Dubai to global markets, Kayali has positioned itself as a premium yet playful fragrance house, one that encourages experimentation, discovery, and self-expression. At Suplex, our UX/UI and web performance team analysed Kayali’s website across seasonal storytelling, personalisation, product education, conversion flow, and technical performance. What we found is a platform that excels at emotional engagement and brand theatre, but leaves conversion potential untapped in a category where having product clarity is just as important as romanticising the art of layering perfumes.

What Kayali’s Website Does Well

1. Strong seasonal storytelling that feels timely and immersive

Kayali’s current Valentine’s Day takeover is a great example of how the brand uses its website as a storytelling canvas rather than a static storefront. From the homepage banner to the visual language and dedicated Valentine’s collections, everything feels cohesive and intentional. The photography, colour palette, and campaign structure make the experience memorable and topical, encouraging users to browse rather than bounce.

For a category driven by gifting and emotion, this seasonal immersion works extremely well. It creates context for the purchase and helps users associate the brand with moments, not just products.

2. Highly engaging AI-led fragrance discovery

One of Kayali’s standout features is its AI-powered fragrance assistant. Instead of forcing users to decode scent notes on their own, the chatbot asks a series of questions about preferences, moods, and personality. Based on this interaction, it suggests fragrances that align with the user’s tastes.

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This level of interactivity feels genuinely helpful rather than gimmicky. It mirrors the experience of being guided by a knowledgeable in-store associate, which is especially valuable online where users cannot smell the product. This feature adds a layer of personalisation that elevates the overall experience and makes first-time visitors feel seen rather than sold to.

3. Flexible sizing that lowers purchase hesitation

Kayali does something very few fragrance brands do well: it offers almost every scent across a wide range of sizes. From tiny vial-style testers to travel sizes, mid-sized bottles, and full-size formats, the brand gives users control over commitment. This significantly reduces friction for first-time buyers. Someone curious about a scent does not have to jump straight into a full-size purchase. They can test, experiment, and upgrade over time. This approach not only improves conversion but also supports long-term brand loyalty.

4. Education around layering and scent experimentation

Kayali’s emphasis on fragrance layering is well integrated into the website experience. The brand actively suggests which scents pair well together, encouraging users to create their own combinations rather than treating fragrances as standalone products.

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This reinforces Kayali’s identity as a modern interpretation of Middle Eastern perfumery while also increasing average order value. Layering transforms a single purchase into a system, subtly encouraging customers to explore multiple products within the brand ecosystem.

Where the Experience Starts to Fall Short

Generic product descriptions that underserve decision-making

For all its emotional storytelling and visual strength, Kayali’s product detail pages lack depth where it matters most. Taking the Vanilla fragrance as an example, descriptions lean heavily on broad terms like “warm” or “spicy” without painting a vivid sensory picture. For fragrance enthusiasts or first-time buyers, this information is not enough.

Perfume is inherently intangible online and since users cannot smell what they are buying, words must do the heavy lifting. At the moment, Kayali’s descriptions feel more atmospheric than informative. They do not fully answer questions like how the fragrance evolves, who it suits best, or how it behaves over time. As a result, users may hesitate or postpone purchase, especially at premium price points.

At Suplex, we addressed this exact challenge while working with Kooji, where we helped translate product information into concise, structured, and skimmable descriptions. Clear fragrance communication does not remove mystery; it builds confidence and Kayali just exactly has an opportunity to do the same.

Performance Limitations and Final Assessment

Beyond content and structure, Kayali’s website currently struggles with technical performance. Our analysis shows a D performance score, with an average load time of approximately 4.49 seconds. In today’s e-commerce environment, especially on mobile, this is a significant barrier.

Long load times increase impatience, interrupt browsing flow, and quietly erode conversion rates. For a brand that relies heavily on visual storytelling and immersive content, performance optimisation becomes even more critical. The longer users wait, the more likely they are to disengage before experiencing what the brand does best.

Taking everything into account, Suplex rates Kayali’s website at 3.5 out of 5. The brand excels in emotional engagement, personalisation, and seasonal storytelling. However, clearer product communication and improved performance would dramatically strengthen its ability to convert interest into action.

About Suplex

Suplex is a UX/UI design and website development agency based in Dubai, working with brands across beauty, fashion, wellness, food, and lifestyle categories. We focus on building digital experiences that help users understand products better, make confident decisions, and move seamlessly from curiosity to checkout. If you’re evaluating how your website supports real purchase behaviour, you can connect with us through the link beside this article.