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Meet the Founders
Meet the Founders
The vision behind Bailao & Co.
Mouna Jacobsen
Founder & Creative Director
Mouna shapes the brand's scents, rituals, and style. Drawing from her African/Arabic heritage, Nordic upbringing, and global perspective, she creates experiences where tradition meets modern wellness.
As Creative Director, she guides the storytelling, product design, and spiritual essence that define Bailao & Co.
Bailao & Co. was born from a deep reverence for ritual, beauty, and the sacred slowness that lives within everyday moments. Rooted in ancestral wisdom and expressed through modern luxury, each candle or object is an invitation to pause, to return, and to remember what has always lived within.
Kenneth Skoubølling Jacobsen
Visual Director
Kenneth is the eye of Bailao & Co., translating its vision into film, photography, and visual storytelling. With over 30 years of experience in cinematography and media production, he ensures every image, frame, and visual carries the brand's depth and elegance.
As Visual Director, he crafts the aesthetic language that connects Bailao & Co. to the world.
Together, Mouna and Kenneth have created more than a candle company — they've built a bridge between worlds, where ancient wisdom meets contemporary living, and where every product carries the intention of transformation.
Our Mission: The Ol'New
At the heart of Bailao is a very clear mission:
To elevate African traditional ingredients and products that have been used for thousands of years — such as shea, honey, beeswax, herbs and ritual botanicals — into beautiful, contemporary products for an international market. Bailao was also created with a deeper purpose: to become a commercial engine that could one day fund something much bigger and more meaningful on the ground in West Africa.
The Ol'New.
The Ol'New is not yet a foundation or a structure — it is the long-term vision that Bailao is meant to help make possible:
To build, starting in my maternal region Labé in Guinea, a model that over time can combine:
- Agriculture and agroforestry (shea, honey, beeswax, herbs, teas)
- Local processing and production
- Job creation and training, especially for women
- Safe homes for women and children leaving abuse
- And, inspired by a mission maternal clinics and pediatric work, clinics for women and children in rural areas
Products grown and processed locally → exported to Europe (with Denmark as a base) → sold as high-quality, traceable products → and, over time, profits reinvested into social infrastructure.
Our Global Network
Bailao & Co. is made possible by a team of amazing suppliers across Asia, the Nordics, and Africa. Each partner shares our commitment to quality, craftsmanship, and conscious creation. Together, we bridge continents and cultures to bring you ritual objects of beauty and intention.
The Vision
To create a world where luxury and ritual are one. Where beauty is intentional, presence is sacred, and every moment holds the possibility of return — to body, to beauty, to what has always been.
This is not just a brand.
It is a return — to ritual, to beauty, to the sacred within.
