In a definitive pivot for the continent’s high-end fragrance landscape, Seinde Signature, Nigeria’s preeminent authority on niche perfumery has unveiled an ambitious, three-city experiential tour in collaboration with the globally acclaimed perfumer Sarah Baker.
- +Seinde Signature and Sarah Baker: Redefining the geography of niche perfumery
- +He described the partnership as a “match made in heaven.”
This partnership marks a evolution in the African luxury market, merging retail with immersive artistry.
This partnership marks a evolution in the African luxury market, merging retail with immersive artistry.
Commencing on April 16 in Abuja, traversing to Port Harcourt on April 17, and reaching its crescendo with an opulent gala in Lagos on April 19, the tour serves as the exclusive global stage for two of Baker’s latest olfactory compositions: Velvet Vendetta and Vava Vanilla.
This residency signifies a cultural milestone: Sarah Baker’s inaugural visit to the African continent. As her most expansive unveiling to date, the tour underscores a burgeoning international recognition of Nigeria as a vital destination for world-class luxury premieres.
San Francisco-born and London-based, Baker transcends the traditional role of a “nose.” She is an auteur who utilizes scent as a medium for memory and narrative. Her background in Fine Art from the San Francisco Art Institute and a Master’s from Goldsmiths, University of London, informs a unique methodology where fragrance functions as a form of sensory storytelling.
Following a 2014 collaboration with the Institute for Art & Olfaction, Baker established her eponymous house in 2015. Each creation is conceived as a theatrical production—complete with its own cinematic staging, emotional trajectory, and character study—redefining the boundary between fine art and functional luxury.
Today, her repertoire comprises 16 fragrances, with international bestsellers including Peaches Revenge, Rococo Pie, Pastel Rumours, & Flame & Fortune, scents beloved for their audacity, texture, & storytelling depth.
Velvet Vendetta Launched globally in December 2025, Velvet Vendetta is a study in seduction & restraint, a scent that unfolds like a whispered secret in a dimly lit salon. Plush, textural, & 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.
Vava Vanilla The 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 & 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.
Seinde Signature: The Curator of Global Olfactory Excellence.
At the helm of this cultural milestone is ‘Olaseinde Olufemi Olusola,’ founder of Seinde Signature & widely regarded as one of Africa’s most distinguished perfume collectors.
In just 6 years, Seinde Signature has transformed from passion project into powerhouse, housing over 40 of the world’s most exquisite niche brands & expanding to 15 branches nationwide.
More than a retailer, Seinde Signature operates as a curator, educator, & tastemaker, shaping Nigeria’s luxury fragrance literacy & elevating niche perfumery into a refined art form.
Hosting Sarah Baker is not simply collaboration. It is alignment: 2 visionaries committed to storytelling, craftsmanship, & uncompromising artistry.
In keeping with Sarah Baker’s artistic DNA, the launches will unfold not as traditional retail events, but as immersive performance installations.
Scenes inspired by the narrative scripts of Velvet Vendetta & Vava Vanilla will be theatrically interpreted for guests, transforming scent into stagecraft.
The Lagos venue, Fame Lagos at the Purple Mall in 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, & flavour in a seamless sensory dialogue.
This is experiential luxury at its most imaginative.
This multi-city tour shows Nigeria is no longer merely a consumer of global luxury, it is a host, a tastemaker, & a destination worthy of world premieres.
Deyemi Okanlawon, a renowned Nigerian actor would be part of a theatrical performance to mark the Sarah Baker launch.
In an interview with journalists at Seinde Signature Lagos, he said he was proud to associate with Seinde.
He described the partnership as a “match made in heaven.”
“Not many brands signify excellence. Bringing Sarah Baker is something I fell in love with. The fact that it is happening on my birthday is amazing.
“The whole idea started when I worked in here. We had a series of conversations on how to present this to the Nigerian market. They had started planning the event and then I walked in and everything just happened and the theatre discussion started. I don’t believe in coincidence and I believe that everything happens for a purpose” Okanlawon said.
Okanlawon who just got back from a theatre work in UK assured that twice or three times a year, he would try to be involved in theatre performance.
Speaking on his love for perfumes, he said, “perfumes enhance your mood and it is not just about wanting to smell nice. Now I know how to combine perfumes unlike when I used to use just one perfume.
“I’m very proud of Nigerian brand. Anything I’m wearing, you will see a Nigerian brand in a bid to celebrate Nigerian entrepreneurship spirit,” he added.
