Syncly Social Index
·
Fragrance
·
Kayali on video, September 2026
Kayali ranks last of 10 on the Syncly Social Index for fragrance in September 2026, with a score of 30.3. It has one of the smallest volumes and few untagged mentions. In September, a new body cream and lip balm drew many of its videos, along with mixed reviews.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Kayali's query is its name alone, since it sells mostly fragrance. It holds 7.6% of fragrance-panel mentions, the third-smallest share, and its share of beauty video was nearly flat from August (up 3%). Only 23% of sampled videos mentioned Kayali without naming it in the caption, the second-lowest rate in the panel.
Creator breadth is its best component: the top 10 creators made 6% of its videos, a wide base. Sentiment is mid-pack, with 44% of non-sponsored sampled videos positive and 1 of 64 negative. 4.3% of its videos passed 100k views, below most of the panel.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Kayali videos
The most-viewed videos mentioning the brand this month.
A month of Kayali videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Kayali videos are about
Sep 13 (26 videos), the busiest day: a blind perfume-guessing game where Yum Pistachio Gelato was the easy pick (367K views, watch).
Sep 5 (25): a creator showed off the new Yum Pistachio Gelato body cream and lip balm (95K, watch).
Sep 7 (24): a creator spooned the new Yum Boujee Marshmallow body cream into a travel bottle and said it 'smells better than the parfum' (236K, watch). Volume stayed between 11 and 26 a day.
160 September videos mention a Kayali body cream, mist or hair perfume, and Yum Boujee Marshmallow, the scent of the new body cream, appears in up to 150. Some reviews were negative: one creator called the $50 Yum Pistachio Gelato body butter 'canty' because it did not smell like the perfume (watch). Among perfumes, Yum Pistachio Gelato (90 videos, share up 48%) and Vanilla 28 (85, up 13%) lead. Vanilla (140 videos), gourmand (76) and layering (59) are the most common terms.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Body cream / body mist / hair perfume (format) | 160 | |
Yum Boujee Marshmallow | 150 | |
Yum Pistachio Gelato | 90 | +48% |
Vanilla 28 | 85 | +13% |
Lovefest Burning Cherry | 18 | |
Wedding Silk Santal | 14 |
Top keywords
Top hashtags
Where and who
TikTok carries 45% of Kayali videos, Instagram Reels 40% and YouTube Shorts 15%. Paid content is light: 17 of 241 TikToks were flagged as paid, and none of those passed 100k views. Sephora shows up both as a keyword (64 videos) and as host of a Kayali campus pop-up tour (watch). Founder Mona Kattan and the official @kayali account each posted 3 videos.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
23% of sampled videos mentioned Kayali only in speech, on-screen text or the AI summary. The biggest is a 1.2M-view 'adult fidget trading' video where two friends swap Vanilla 28 and Lovefest Burning Cherry by name, with no Kayali tag (watch). In a 526K-view glam video, a makeup artist names Wedding Silk Santal as 'one of my favorites right now' (watch).
Unlock the full data
Enter your work email to see every row in the gated tables on this page.
Brands mentioned alongside Kayali
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.