This is Bailao & Co.

This is Bailao & Co.

A response to burnout culture. A return to beauty, ritual, and what has always sustained us — rooted in ancestral wisdom, built for real life.

Not Just a Brand. A Way of Living.

Bailao & Co. was not born in a boardroom. It was born from exhaustion, clarity, and a decision to stop building other people’s legacies and start building something that truly matters.

After surviving a period of serious illness and a house fire, our founder Mouna made a choice: reclaim her time and build something rooted in what her ancestors had always known — that beauty is not a luxury, ritual is not indulgence, and pause is not weakness.

Named for her grandmother Bailao — a woman of quiet strength and deep grace — the brand is a bold response to the burnout epidemic she'd been living inside. Read Mouna's full story on our Founders page →

What We Believe

For generations — even in the most difficult times — our ancestors turned to beauty, ritual, community, and creativity as tools for survival and joy. Not as extras. As essentials.

We believe the same is true today. That slowing down is strategic. That a beautiful object made with intention carries something a mass-produced one never will. That gathering with the right people in the right space can change the direction of your life.

Beauty as Practice
Every product is made with intention — scent, texture, and ritual woven together. Not decoration. A daily act of return.
Ancestral Wisdom
Rooted in African and Arabic heritage. Drawing from practices that have sustained communities for thousands of years.
Pause as Power
In a world that rewards constant output, we champion stillness, rest, and the clarity that only arrives when you stop performing.
Community & Creativity
Real connection. Shared tables. Spaces where ideas breathe and people remember what they are actually building toward.

What We Create

Our ritual candles are hand-poured from a luxurious blend of beeswax and coconut wax, paired with fine fragrance oils. Each one carries a name drawn from Fulani language or African heritage — and tells a story of soul, balance, and return. These are not just candles. They are objects of intention, made to anchor a moment of stillness in your day.

Beyond products, Bailao & Co. creates experiences. Through Bailao Sacred Spaces, we curate intimate retreats in extraordinary locations — bringing together founders, creatives, and vision-led people for days of clarity, beauty, rest, and aligned next steps. Our first gathering is the Morocco Founders Circle, October 2026.

Everything we make — whether a candle or a curated retreat — is an expression of the same belief: that the right environment, the right pace, and the right intention change everything.

Our Impact: The Ol’New

Bailao was built with a deeper purpose — to fund something much bigger happening on the ground in West Africa. The Ol’New is our long-term vision, starting in Mouna’s maternal region of Labé, Guinea. 20% of all profits from Bailao & Co. support women-led initiatives across Africa; 15% directly sustains The Ol’New.

Learn More About The Ol’New

The People Behind It

Mouna Jacobsen is the founder and Creative Director. She shapes the brand’s scents, rituals, experiences, and vision — drawing from her African and Arabic heritage, Nordic upbringing, decade in corporate high-performance environments, and her deep belief that beauty and strategy are not opposites.

Kenneth Skoubølling Jacobsen is the Visual Director. With over 30 years in cinematography and media production, he translates the Bailao vision into film, photography, and visual storytelling — ensuring every image carries the brand’s depth and elegance.

Meet the founders →

“This is not just a brand. It is a return — to ritual, to beauty, to the practices that have always carried us through.”