Seinde Signature Introduces Sarah Baker With A Landmark 3-City Experiential Fragrance Launch

FUNSHO AROGUNDADE

In a defining moment for Africa’s luxury fragrance industry, Seinde Signature, Nigeria’s premier headquarters for niche perfumery, has announced an unprecedented 3-city experiential fragrance launch in partnership with globally celebrated perfumer, Sarah Baker.

In her first ever visit to Nigeria —even Africa— Sarah and her two newest creations: Velvet Vendetta and Vava Vanilla will be unveiled across three cities —Port Harcourt, Abuja, and Lagos.

Seinde Signature, the Curator of global olfactory excellence, will host the worldwide spotlight presentation of Sarah’s niche perfumes from April 16 in Abuja, to April 17 in Port Harcourt, and culminating in an opulent grand finale on April 19 in Lagos with Deyemi Okanlawon leading a cast of actors that will interpret the story behind the creation of Velvet Vendetta and Vava Vanilla.

Ore Olusola, the General Manager of Seinde Signatures, said hosting Sarah Baker is not simply collaboration but an alignment of two visionaries committed to storytelling, craftsmanship, and uncompromising artistry.

According to her, Nigeria is no longer merely a consumer of global luxury, it is a host, a tastemaker, and a destination worthy of world premieres and in keeping with Sarah’s artistic DNA, the launches will unfold not as traditional retail events, but as immersive performance installations.

She stated that scenes inspired by the narrative scripts of Velvet Vendetta and Vava Vanilla will be theatrically interpreted for guests, transforming scent into stagecraft.

“The Lagos venue —Coffee & Gelato University at the Purple Mall, Lekki— will amplify the multisensory dimension: Ice creams crafted in the flavour profiles of all 16 Sarah Baker fragrances will invite guests to taste what they smell, activating sight, sound, scent, touch, and flavour in a seamless sensory dialogue. This is experiential luxury at its most imaginative. It is a statement beyond scent,” Ms. Olusola added.

Born in San Francisco, United States of America, now London-based Sarah is not merely a perfumer, she is an artist working in scent as medium and memory.

Her photography, sculpture and films are inspired by fashion, luxury and celebrity, but little did she know that when she created a fictional fragrance house as part of her artwork, her passion for the project would result in a real-life fragrance house.

Basically, the overt opulence and heady glamour of 1980s movies, soap operas, music and swaggering fashion styles inspired Sarah’s artwork and still very much inspire her today. This maximalist (and Fun with a capital F) ethos inspires her love of fragrance too.

Sarah’s artistic and fashion dreams really took flight when working with the legendary Donatella Versace and supermodel Helena Christensen as part of the most 80s-tastic spectacular campaign you’re likely to see, for a Jackie Collins-inspired coffee table book entitled Baroness, with Donatella guest-editing the issue and styling the interiors and clothes featured within

Sarah studied Fine Art at the San Francisco Art Institute, but moved to London in 2000 after gaining a place at Goldsmith’s College University of London for her Masters’.

Upon completing her MFA at Goldsmiths, she began exploring fragrance as narrative art. Following an art-fragrance collaboration with the Institute for Art & Olfaction, she founded Sarah Baker Perfumes in 2015, establishing a house that treats each scent as theatre, complete with scripts, characters, emotional arcs, and cinematic staging.

Today, her repertoire comprises 16 fragrances, with international bestsellers including Peaches Revenge, Rococo Pie, Pastel Rumours, and Flame & Fortune. These are scents beloved for their audacity, texture, and storytelling depth.

Yet April 2026 belongs to her two new protagonists, icons and Fragrances: Velvet Vendetta and Vava Vanila.

Launched globally in December 2025, Velvet Vendetta is a study in seduction and restraint, a scent that unfolds like a whispered secret in a dimly lit salon. Plush, textural, and emotionally charged, it blends decadent sweetness with shadowy undertones, creating a fragrance that feels both intimate & commanding. Velvet Vendetta is not loud, it is deliberate. It lingers like a memory you cannot quite shake.

The second and newest addition to the house, Vava Vanilla reimagines vanilla not as confection but as couture. Creamy yet complex, radiant yet grounded, it elevates a beloved note into something sculptural & modern.

Where Velvet Vendetta seduces, Vava Vanilla enchants, wrapping the wearer in warmth that feels both nostalgic and defiantly contemporary.

Both fragrances will receive a globally spotlighted presentation on Nigerian soil, a testament to the country’s growing influence within the international luxury ecosystem.

In just six years, Seinde Signature has transformed from passion project into powerhouse, housing over 40 of the world’s most exquisite niche brands and expanding to 15 branches nationwide.

More than a retailer, Seinde Signature operates as a curator, educator, and tastemaker, shaping Nigeria’s luxury fragrance literacy and elevating niche perfumery into a refined art form.

At the helm of this cultural milestone is Olaseinde Olufemi Olusola, a serial entrepreneur widely regarded as one of Africa’s most distinguished perfume collectors.

By choosing Abuja, Port Harcourt, and Lagos as the stage for such a landmark unveiling, Seinde Signature and Sarah Baker affirm Africa’s centrality in the evolving narrative of global perfumery.