This holiday season, KAYALI (Instagram) invites the world to “Find Your Light.” The fragrance house, founded by Mona Kattan, has launched Freedom, a bold new collection that turns the classic note of musk into a manifesto for individuality. Each scent in the collection, Freedom Musk Bouquet | 27, Freedom Musk Santal | 34, Freedom Musk Matcha | 45, and Freedom Musk Latte | 41, is an exploration of authenticity, designed to empower wearers to embrace who they truly are.
For Kattan, the collection is deeply personal. “What does freedom smell like?” she asks. “For me, it had to be musk. In the 60s, women wore musk as rebellion, stepping away from traditional florals to express strength and confidence.” Through Freedom, Kattan channels that same spirit of independence, encouraging a new generation to celebrate their inner light.
Each fragrance reinterprets musk through a unique lens. Freedom Musk Bouquet | 27 captures floral sensuality with Turkish rose, vanilla musk, ambrette, ylang-ylang and more in a luminous ode to self-confidence. Freedom Musk Santal | 34 layers creamy sandalwood, amber, and freesia into a velvety blend that feels both grounding and seductive. Freedom Musk Matcha | 45 evokes quiet introspection with notes of matcha, oat milk, and praline, while Freedom Musk Latte | 41 wraps the senses in the comforting warmth of café latte, chocolate musk, and cinnamon.
Created in collaboration with perfumers Nathalie Lorson, Hamid Merati-Kashani, Alexis Grugeon, and Florian Gallo of dsm-firmenich and Givaudan, the Freedom Collection is as diverse as it is cohesive and offers four perspectives on the same idea: that true beauty lies in authenticity.
Visually, the line extends KAYALI’s signature design language. The ombré nude bottles mirror the sensuality of skin, while jewelled caps nod to traditional Middle Eastern perfume artistry in a balance of heritage and modernity that defines the brand’s global appeal.
The campaign stars Mona herself alongside a cast of creative voices including Cynthia Victor, Zak Heath, and Yasmin Basi, each embodying the collection’s message of empowerment and light. Together, they capture what Freedom stands for: scent as self-expression.
Available from 16 November 2025 exclusively via the Sephora App, and globally from 18 November, Freedom arrives just in time for the festive season and is a reminder that the most powerful statement you can make is to simply be yourself.
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