Mouna Jacobsen

Founder & Creative Director

Mouna spent over a decade navigating the highest levels of corporate and high-performance environments — driving results in IT and SaaS sales at Google, Microsoft, and leading scale-ups. Her results were always there. But as a mother who needed flexibility, and a creative who needed meaning, she found herself constantly out of alignment — fighting office politics and working within systems that had no room for emotional intelligence, real life, or the kind of leadership she believed in.

After surviving a period of serious illness and a terrifying fire, she made a decision: stop building other people’s legacies and reclaim her time to build her own vision — one rooted in meaning, African wellness, and the strategic knowledge she had spent a decade mastering.

That decision became Bailao & Co. Named for her grandmother Bailao — a woman of quiet strength, deep grace, and ancestral wisdom — the brand is her bold, beautiful response to the burnout epidemic. It is the lifestyle she is now living and sharing. A return to the practices her ancestors used for generations — even in the most difficult times — to sustain themselves through beauty, ritual, pause, community, and creativity.

Mouna shapes the brand’s scents, rituals, experiences, and vision. Drawing from her Fulani, North African, and Arabic heritage, her Nordic upbringing, and her global perspective, she creates objects and spaces where ancestral wisdom meets modern life. She is not a candlemaker. She is a sacred space maker — building a brand, a lifestyle, and a long-term mission that gives back.