MAHÉ: A Brand Rooted in Heritage, Purpose and Giving Back
In a world where many brands are built around trends, MAHÉ stands apart with something far more enduring: heritage, purpose and a deep connection to the Seychelles. Founded by Annabelle Giselle and named after the island where her father was born, MAHÉ is more than a home fragrance brand. It is a story of identity, memory and giving back.
As the brand enters a new chapter, Annabelle is relaunching MAHÉ with a stronger commitment to sustainability and community impact. From eco-conscious ingredients to pledging a portion of profits to Seychelles-based charities, the vision is clear: to celebrate the islands that inspired the brand while contributing meaningfully to their future.
In this conversation with Cosmocreole, Annabelle shares the personal journey behind MAHÉ, the values guiding its evolution, and her hopes of building a brand that connects people to the beauty and spirit of the Seychelles.
A Brand Inspired by Home
For Annabelle, MAHÉ has always been deeply personal. Naming the brand after Mahé, the island where her father was born, was a deliberate decision to anchor the business in her heritage.
“MAHÉ is incredibly personal to me,” she explains. “Naming the brand after Mahé felt like grounding the business in my heritage from the very beginning. It was never just a name, it was a way of honouring my roots and carrying a piece of my story into everything I create.”
Her connection to the Seychelles was shaped long before she first set foot on the islands. Growing up, she recalls her father describing the beauty of the archipelago with vivid detail, stories of turquoise waters, sunlit shores and a slower, more intentional pace of life.
When she eventually visited Mahé for the first time, the experience felt strangely familiar.
“I still remember stepping off the plane and feeling an overwhelming sense of familiarity, like I had returned somewhere I’d always belonged,” she says. “That feeling of coming home is what I hope to capture and share through MAHÉ.”
It is this sense of calm, nostalgia and connection that sits at the heart of the brand’s fragrances.
A New Chapter for MAHÉ
The relaunch of MAHÉ reflects both personal growth and a deeper clarity of purpose for its founder.
Now a mother of two, Annabelle says the brand’s evolution mirrors her own life and values. Her husband has also joined the company as a director, bringing a collaborative energy to this next phase of the business.
“This new chapter comes from a place of growth,” she says. “There came a point where I wanted the brand to truly reflect who I am today and the values that matter most to me.”
Together, they are guiding MAHÉ towards a more intentional and purpose-driven future.
“Today, MAHÉ stands for impact, storytelling and connection,” Annabelle explains. “It’s no longer just about creating beautiful products. It’s about creating something that carries real meaning.”
Sustainability at the Core
Respecting the natural beauty of the Seychelles has also shaped how the products themselves are made. MAHÉ candles are hand-poured with 100% soy wax and feature eco-conscious packaging and vegan-friendly ingredients.
“For me, it was a natural decision,” Annabelle says. “If I’m celebrating the natural beauty of the Seychelles, it only makes sense that I respect the planet in how I create.”
The aim is simple: to ensure that customers feel confident about what they bring into their homes.
“I want people to know the products are cleaner, kinder and more mindful.”
Building Giving into the Brand
While the Seychelles has always been the inspiration behind MAHÉ, Annabelle knew that inspiration alone was not enough. As the brand began to grow, she felt a responsibility to ensure it also contributed to the islands’ future.
“Giving back was always something I wanted to do,” she says. “But as the business grew, it became important to build it formally into the model.”
MAHÉ now pledges to donate a portion of the proceeds from every candle and diffuser sold to charitable organisations in the Seychelles each month.
“If the brand is rooted in the Seychelles, it should also contribute to its future. It felt important to create something that doesn’t just take inspiration, but gives back in return.”
Transparency is also central to this initiative. Each month, MAHÉ will publicly share the charity receiving the donation so customers can see exactly where their support is going.
“Trust means everything to me,” Annabelle says. “If people are supporting a purpose-led brand, they deserve to see the impact they’re helping create.”
Giving to Gain
The relaunch also coincides with International Women’s Day and the theme “Give to Gain,” a message that resonates deeply with Annabelle’s experience as a female founder.
“When women support, uplift and empower one another, we all rise,” she reflects. “Balancing motherhood and building a business has been a journey, and that message feels very personal to me.”
The charities selected for MAHÉ’s monthly giving will focus on areas that reflect the brand’s values, including community development, sustainability and environmental protection.
“I want to spotlight organisations doing meaningful work locally, particularly those that may not always receive global attention,” she explains.
More Than a Fragrance
For Annabelle, lighting a MAHÉ candle is meant to be an experience that goes beyond scent.
“I want people to feel transported,” she says. “A sense of calm, warmth and escape, even if just for a moment.” She describes it as opening a window to the ocean, sunlight on the skin, a reminder to slow down.
Looking ahead, her ambitions for the brand are both creative and philanthropic.
“Long term, I see MAHÉ becoming a recognised global luxury home fragrance brand with a strong charitable arm,” she says. “I would love for us to increase our contributions year on year, collaborate directly with projects in the Seychelles and eventually fund initiatives independently.”
At the same time, she hopes the brand will quietly act as an ambassador for the islands themselves.
“Through thoughtfully named products and storytelling, I want to shine a light on the culture, history and natural beauty of the Seychelles. If our products inspire curiosity and connection to the islands, then MAHÉ will be doing more than scenting homes; it will be sharing a piece of heritage with the world.”
Advice for Women Entrepreneurs
For women hoping to build businesses rooted in purpose, Annabelle offers simple but powerful advice.
“Start before you feel ready,” she says. “Be clear about your values and let them guide every decision.”
There will inevitably be moments of doubt, she adds, but purpose provides resilience.
“And don’t be afraid to evolve. Growth is allowed. When your business truly reflects who you are, it becomes far more powerful.”
