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posted on Dec. 09, 2025 at 8:59 amDec 10, 2025

KAYALI blends humour, nostalgia in creator-led Musk | 12 comeback campaign

posted on Dec. 09, 2025 at 8:59 amDec 10, 2025

To reinforce the narrative of community obsession, the KAYALI campaign features creators a.k.a. BFFs (Best Fragrance Friends) of the brand, including Twinkle Stanly, Leya El Hajj, Safa Siddiqui, Kara Davis, and Michelle Castro.

Mona Kattan Kayali

Fragrance brand KAYALI, founded in 2018 by beauty mogul and fragrance fanatic Mona Kattan, has ensured the comeback of its cult favourite fragrance Musk | 12, which was shaped, inspired and voiced entirely by its community.
In response to overwhelming demand from fragrance lovers, KAYALI reintroduced its cult-favorite Musk | 12, supported by a playful, narrative-driven campaign that quickly captured attention across the region.
Launched in October, the creative rollout tapped directly into the brand’s vibrant fragrance community, bringing their voice – quite literally – into the storytelling.

Since its initial release, Musk | 12 has been one of KAYALI’s cu

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Tags:Advertising Campaign content creators cult favourite fragrance brand fragrance education fragrance lovers humour immersive content Kara Davis KAYALI KAYALI.com Leya El Hajj marketing Michelle Castro Mona Kattan Musk 12 nostalgia product relaunch products Safa Siddiqui storytelling The Work Twinkle Stanly

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.