Syncly Social Index
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Fragrance
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Kayali on video, October 2026
Gourmand notes and layering combinations recur in Kayali’s conversation. Kayali scores 31.4 on the Syncly Social Index, ranking #10 in the fragrance panel, unchanged from September. This report covers October 1 through 31, 2026.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
The strongest component scores are high reach (100/100) and creator breadth (55.6/100). Kayali appears in 397 videos and accounts for 6.3% of this ten-brand panel’s volume. Its share of the tracked beauty video conversation is up 5.2% from September after normalizing each month’s collection.
The lowest component scores are share of voice (0/100) and untagged exposure (0/100). 9.6% of matching videos reach 100,000 views; the top ten creators account for 7.8% of volume. Untagged exposure is 25.8% of the reviewed sample. Among 63 sampled videos not labeled sponsored, 8 are positive and 0 negative. Component scores are relative to the category 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
Oct 12 (22 videos): Runs errands and gets ready with a friend. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 16 (22 videos): Reviews the first UK Sephoria event and its gift bags. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 14 (21 videos): Recommends beauty products ahead of a Sephora sale. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Common extracted terms include kayali (368 videos), perfume (201 videos), fragrance (169 videos). Tests new makeup products from several brands (1,700,000 views). This example illustrates a matched video and does not explain the whole conversation. The most-mentioned products among those tracked are Yum Boujee Marshmallow | 81 (71 videos, share down 15.4% from September); Vanilla | 28 (69 videos, share up 6.3% from September); Yum Pistachio Gelato | 33 (35 videos, share down 28.1% from September). Product queries can overlap.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Yum Boujee Marshmallow | 81 | 71 | −15% |
Vanilla | 28 | 69 | +6.3% |
Yum Pistachio Gelato | 33 | 35 | −28% |
Eden line (Juicy Apple, Sparkling Lychee and others) | 29 | +21% |
Lovefest Burning Cherry | 19 | +50% |
Top keywords
Top hashtags
Where and who
TikTok 53.1% (211 videos), Instagram Reels 33% (131 videos), YouTube Shorts 13.9% (55 videos). Of 211 TikTok videos, 18 (8.5%) are labeled sponsored and 193 are not. The most active matched accounts are @paulreactss (4 videos), @zhilabeauty (4 videos). Among videos with a known creator location, US (128 videos), GB (36 videos) lead. Location does not identify the audience.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
25.8% of sampled videos contain the brand in video-derived text without naming it in the caption, title or hashtags. Open a reviewed video with a video-derived brand mention (879,868 views). Open a reviewed video with a video-derived brand mention (634,300 views). The non-sponsored sample contains 0 negative videos out of 63; it is a selected review sample, not a population estimate.
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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.