Rufina Ogunlesi is founder and creative director of Saint Rufina, a fragrance and lifestyle brand expanding from Lagos to the United Kingdom (UK). She is blending heritage craftsmanship, storytelling, and global design. Beyond fragrance, Ogunlesi runs Rum & Passion, Saint Rufina Homes, and The Good People Supper Club, creating curated experiences across hospitality and lifestyle. With an MSc in Business Management from Aston Business School and a postgraduate degree in Fitz Williams Institute London and professional exposure across four countries, she represents a new wave of Nigerian entrepreneurs who merge creativity with disciplined business practice. In this interview with KENNETH ATHEKAME, she discusses her upbringing, her father’s decades-long cosmetics career, and how she is carving out a niche in Nigeria’s creative and hospitality industries. Excerpts:
How did growing up in a family of seven shape your character and approach to business?
Growing up in a large household required patience, resilience, and strategic self-expression. Being one of seven meant learning to observe carefully, plan deliberately, and act with intention rather than volume. That early experience shaped her ability to navigate competitive environments calmly and purposefully.
My parents, both entrepreneurs, introduced us early to business thinking. Alongside this exposure, I independently developed practical skills such as mixology, baking, and cooking, which later became the foundation for commercial ventures. These early lessons fostered independence and gave me the confidence to manage multiple businesses while maintaining a strong focus on quality and experience.
Your father has had nearly five decades in the cosmetics industry. How did that influence your journey?
My father’s nearly 50-year career in cosmetics provided a living example of discipline, innovation, and endurance. Watching him sustain energy and relevance well into his seventies reinforced the importance of consistency, long-term thinking, and continuous reinvention. His approach shaped the values behind Saint Rufina, particularly the balance between passion and strategy.
Today, that legacy has also evolved into a friendly generational overlap, with both of us (father and daughter) exploring different ends of the cosmetics and fragrance market.
You’ve lived in Nigeria, Togo, Canada, and the UK. How has that shaped your brands?
Living across multiple countries sharpened my understanding of consumer behaviour, service expectations, and design standards. Exposure to different markets helped me blend global best practices with Nigerian cultural richness, allowing my brands to feel international without losing local relevance. This perspective has been especially important as Saint Rufina navigates Nigeria’s still-emerging luxury market.
Saint Rufina is known for its storytelling through fragrance. How did that begin?
The brand was conceived as a memory-driven experience rather than a purely sensory product. Its first fragrance collection draws inspiration from my six siblings, with each scent reflecting distinct personalities. A subsequent collection explores Nigerian cultural narratives, including themes around wealth and lifestyle. Each fragrance is designed to carry a story while allowing customers to attach their own personal meaning.
What challenges have you faced in Nigeria’s luxury fragrance market?
Nigeria’s luxury fragrance segment remains small, constrained by high import costs, logistics delays, limited access to raw materials, and a significant consumer education gap. Many buyers still prioritise price over quality, often overlooking longevity and craftsmanship. The brand’s mission is to shift that mindset toward long-term value and experience.
Expansion into the UK has highlighted stark contrasts, where candles and diffusers are widely accepted as lifestyle investments, while local fragrance production in Nigeria is still met with surprise. Awareness is improving, but progress remains gradual.
How have Nigerian consumer tastes evolved over the years?
Through Rum & Passion, I have observed a noticeable shift in consumer sophistication. Where customers once questioned the value of premium offerings, they now show a growing appreciation for craftsmanship, detail, and experience. This evolution is mirrored in hospitality, where understated design and thoughtful details increasingly define modern luxury.
Personalisation seems central to your hospitality and lifestyle ventures. Why is that?
Today’s consumers seek experiences that reflect their identity rather than generic offerings. This belief inspired The Good People Supper Club, an intimate concept where menus, ambience, and service are tailored to individual preferences, creating memorable and emotionally-resonant experiences.
What is your vision for Nigeria’s luxury and creative sectors?
For me, luxury extends beyond price or packaging to encompass discipline, storytelling, and experience. I believe Nigeria has the potential to become a global hub for creativity and hospitality, provided structural challenges such as power, transport, financing, and SME support are addressed through effective public-private collaboration. Sustainable success lies in building narratives and experiences that endure beyond individual products.
