Baobab Collection: Keeping the Flame Alive
Published on 28 February 2025
Born in a Tanzanian garden, the Belgian luxury candle brand does more than fill homes with its signature spicy scents. Each candle is a handcrafted design piece in its own right.
With its multi-wick candles as imposing as the tree that inspired its name, Baobab Collection has redefined the world of home fragrance. Since its launch in 2002, the brand has expanded worldwide, with flagship stores in Belgium, France, the Netherlands, the UK, Spain, and even across the Atlantic in New York’s Madison Avenue and Los Angeles' Melrose Avenue. While its roots lie in Africa, a tribute to its founders’ passion, its scents are developed in Grasse—the French capital of perfumery—before being encased in exquisite vessels as precious as their contents.
"Baobab sits at the intersection of scented candles and decorative objects," explains Corinne Bensahel, the brand’s creative director. "You choose it for its beauty, you keep it for its fragrance. Scent is the intelligence behind our object."
Each glass vessel is mouth-blown in Poland before receiving its final engraving, screen printing, or hand-painted finish in Romania, where these age-old techniques still thrive. This meticulous craftsmanship brings to life the brand’s signature collections: Pearls, with its speckled glass; Platinum, shimmering in gold and silver; and Stones, evoking lapis lazuli, agate, or marble. Every year, alongside its permanent lines, Baobab unveils two exclusive limited editions. At Maison&Objet, visitors will discover the Tomorrowland collection, created in partnership with the iconic Belgian music festival. Housed in an Art Nouveau-inspired screen-printed glass, its fragrance blends pear, lily of the valley, and moss—an olfactory nod to the festival’s emblematic design. A QR code unlocks an exclusive playlist, extending the experience beyond scent.
The brand has also introduced My First Baobab, a playful line of smaller candles and reed diffusers inspired by travel, with scents transporting you to Saint-Tropez, Rome, Mexico, Mykonos, or Manhattan.
"We don’t just create luxury…" Corinne Bensahel
Africa at Heart
But Africa runs as deeply through Baobab as wax through its candles. Many of its collections pay tribute to the continent—White Rhino, Atlas, Afrika, Ksar, Marrakech—while its commitment extends beyond design to philanthropy. "We don’t just create luxury…" notes Corinne Bensahel.
Sales from the Sacred Trees collection have funded the planting of 10,000 trees as part of Africa’s Great Green Wall initiative, in partnership with the Coeur Vert Foundation. The Orientalist candles, adorned with images of the Koutoubia Mosque and Essaouira by photographer Serge Anton, are financing the construction of sanitation facilities in Atlas schools devastated by the 2023 earthquake, in collaboration with Action@Villages.
Baobab Collection is also a steadfast supporter of breast cancer research. Since 2017, its Women line has raised €400,000 for BIG (Breast International Group), reinforcing its belief that true luxury is as much about giving back as it is about exquisite craftsmanship.
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