Syncly Social Index
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Fragrance
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Kayali Vanilla 28 on video, September 2026
Kayali Vanilla 28 appeared in 85 short videos in September 2026, up from 66 in August, a 13% rise in share of beauty video. Fall brought it back into rotation as a layering base and a brown-sugar vanilla. Positive videos far outnumbered negative ones (24 to 1 in the sample), and Mykonos Cafe Drops was the dupe creators named most.
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Key numbers
85
short-form videos mentioned it this month
change in share of beauty videos vs. last month
38%
of sampled videos mention it without a caption tag
47%
of sampled organic videos are positive
Most-viewed videos about Vanilla 28
The most-viewed short-form videos mentioning the product this month.
Share of beauty videos mentioning Vanilla 28
Monthly share of short-form beauty videos that mention the product, June to September 2026.
What videos say about Vanilla 28
Most creators use Vanilla 28 in routines and few review it. They layer it with Aesop Above Us for a 'sexy, sugared' fall combo, with YSL Libre via the Vanilla 28 hair and body mist, and as the constant in a gourmand routine: 'where there is vanilla in Casey's routine, there is also Vanilla 28.' Kayali itself asked what fans layer with their Vanilla | 28, and Mona Kattan called Vanilla Royale 'Vanilla 28's boujee big sister'.
When creators describe it, brown sugar comes first. One says it is a missed opportunity to market it as vanilla because the brown sugar is the star. Others call it 'boozy, brown sugar' and 'burnt brown sugar, almost bourbon'. It also showed up in the top two videos, a fall perfume trading game and a K-pop favorites short naming it as KATSEYE member Daniela's pick.
How creators open their videos
Top keywords
What people like
Fans praise depth and wear time. A gourmand reviewer calls it 'a rich, deep, sexy vanilla. It's not cupcake'. An empties video shows a bottle with the label worn off: 'the perfect sweet vanilla that's long-lasting'. A traveler packed only a mini of it, 'one of my favorite perfumes in the world', and a fall list says it 'really put vanilla on the map'.
Praise themes
What people complain about
Pushback was rare and aimed at the hype. PL Smells lists 'the Kayali Vanilla 28 that everyone's freaking out about' under notes he is tired of. An empties review calls it 'all right' and says the hype raised her expectations, so she will not repurchase.
Complaint themes
Alternatives and dupes
The named dupe is Mykonos Cafe Drops. One creator says it is '98%' like Vanilla 28, a fragrance-awards video says it 'smells identical' and the co-host plans to buy it, and a Philippine creator calls it 'a dupe of Kayali Vanilla 28'. No sampled video tested them side by side and picked the original. Other 'relatives' include Iggywoo Lost in Vanillatopia and Kayali's own Vanilla Royale.
Products named as alternatives
Where and who
Instagram Reels carried 47% of September Vanilla 28 videos, TikTok 35% and YouTube Shorts 18%. Only 4% passed 100,000 views. The top 10 accounts made 19% of videos, and no account posted more than twice. Only 4 of 50 sampled videos were paid or gifted, and one came from Kayali's own account. Vanilla 28 or Kayali was named in the caption or hashtags of 62% of sampled videos.
Platforms
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Frequently asked questions
See how your products perform on video
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.