IN CONVERSATION WITH CORINNE BENSAHEL
Baobab Collection: A Journey of Craftsmanship, Innovation, and African Roots
In conversation with Corinne Bensahel, Senior Vice President Marketing & Development and Executive Vice President of Baobab Collection Inc., as well as its Artistic Director, we delve into the essence of a brand that has redefined luxury home fragrance. Baobab Collection is not just a name; it’s a story of artistry, cultural homage, and continuous reinvention. In this exclusive interview, Corinne shares insights into the brand’s origins, its transformative milestones, and the creative vision that continues to shape its journey.
What inspired the creation of Baobab Collection, and why is Africa at the heart of its universe?
I did not create Baobab Collection; I see myself as the "guardian" and developer of the brand for the past 10 years. The brand was initially created by a Belgian couple who lived in Tanzania and had a baobab tree in their garden. They decided to name their company, which started with home accessories, after this iconic African tree. Upon returning to Belgium, they pioneered the concept of large, multi-wick candles—a first of its kind. Later, in 2007, my business partner Alain Lahy, along with other investors, joined the journey. Alain established the artisanal production of the brand and integrated new expertise from 2018 onwards. I came on board in 2015 with an investment fund, taking on the role of Marketing and Creative Director. My focus has been to solidify the brand’s identity, embedding its African roots in both a social and dreamy narrative.
What are the key milestones in the evolution of the brand since 2002?
There have been many pivotal moments in Baobab Collection's journey. In 2007, Alain Lahy established our artisanal production in Romania, laying a solid foundation for the brand's growth. In 2016, we launched a women's cooperative in Madagascar, which remains a project very close to my heart. That same year, we opened a U.S. subsidiary, a significant challenge for me personally, as I had lived in the United States for over 15 years and understood the complexities of the market. Today, the U.S. branch is led by Charlotte Croonenberghs-Balcaen, whose leadership I fully support and admire.
Another milestone was the creation of the "Women" candle in 2017, a heartfelt tribute to my mother, who passed away from breast cancer. In 2018, we introduced Totem diffusers, which marked a new level of design sophistication for the brand. In 2021, we ventured into a completely new category by developing a line of cosmetics made from baobab fruit extracts, ethically sourced from Africa. Throughout this journey, we’ve also undergone changes in shareholders, reflecting the evolution and ambition of the brand. These moments define who we are today and where we aspire to go in the future.
Why is craftsmanship so important to Baobab Collection, and how do you collaborate with master artisans?
Craftsmanship is at the heart of our DNA. From the beginning, we’ve partnered with master glassmakers in Poland, challenging them to create increasingly intricate pieces. Their craft is demanding, and I worry about its future over the next 20 years. As for our fragrances, we work closely with Robertet in Grasse, France. The creation of a fragrance begins with a story—a memory or an emotion I translate into a brief. Our fragrances are sophisticated and full of emotion. They tell a story, envelop your home in an invisible veil, and allow you to leave your unique olfactory signature in your space.
How do you balance tradition and innovation, especially with your limited editions and decorative techniques?
To me, tradition is the intelligence of the hand—the artisan’s repeated gestures honed over time. Innovation lies in how we push the boundaries of glass decoration. We’re constantly experimenting with new techniques and bringing that expertise in-house to make it our own.
What are your ambitions for the future of Baobab Collection? Are there new trends you wish to explore?
Our goal is to continue creating unique experiences—olfactive, aesthetic, and even scenographic. We remain committed to being a multi-brand gift product and have no intention of entering the world of mass-market retail. For example, creating a personal fragrance line isn’t a priority, but we’ve explored the idea of adapting our "My First Baobab" line into body care products, and the samples are promising. Ultimately, I see myself as a "stylist of the invisible," someone who dresses homes with intangible yet beautiful elements that make spaces feel unique and uplifting.
Baobab Collection’s journey is a testament to the power of storytelling, craftsmanship, and a deep respect for its African heritage. It continues to thrive by blending tradition with innovation, offering creations that go beyond mere objects— they are experiences. Immersive yourself in such an experience at their new flagship store in Amsterdam, found at the following address: Cornelis Schuytstraat 15, 1071 JC Amsterdam.
