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
Wellness is universal — carried by every culture, in its own way. Long before "wellness" was a category, African ritual, scent, and the hands of women who understood how to tend a body and a home with the same care were already part of that story. Bailao exists to celebrate that thread and give it visibility — not as the whole story, but as a beautiful, often overlooked part of it.
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.
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. Every material is sustainably and honestly sourced, and every maker behind them is paid and credited fairly — the same care that shapes our impact through The Ol'New below.
Beyond products, Bailao & Co. creates experiences. Through Bailao Sacred Spaces, we bring our philosophy into intimate gatherings, curated journeys, brand collaborations and spaces designed for connection, creativity and pause. Explore Sacred Spaces →
Everything we make — whether a candle or a curated gathering — 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'NewThe People Behind It
Mouna Skoubølling 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.
“This is not just a brand. It is a return — to ritual, to beauty, to the practices that have always carried us through.”
