The nature of consumers is centred around finding a product that will address their needs. This process often involves sussing out the versatility of a product and mostly, the benefits that it carries. Shea butter has, over the years, proven to be a solution for various skin and hair challenges. It has become a global ingredient and product which serves a number of uses. 

As defined by Web MD, shea butter "is a seed fat that comes from the shea tree. The shea tree is found in East and West tropical Africa. The shea butter comes from two oily kernels within the shea tree seed.” 

It is after the seed has been removed from the kernel that it is ground until powdery and mixed with water to boil. This process makes the butter separate and rise to the surface and solidify. According to Cleveland Clinic, shea butter has also been utilised in various African recipes and is found mostly in hair and skincare products across the globe.

This magic ingredient consists of Vitamin A, Vitamin E, essential fatty acids, and antioxidants. IBIENE highlighted the increasing global demand for shea butter over recent years. It is the growing awareness of harmful substances added in cosmetic skincare products that gives rise to the popularity of natural ingredients such as shea butter.

Before using shea butter

Prior to using any product for your skin or hair condition, it’s important to seek professional help and research the effects that it might possibly have. What works for you may not necessarily work well for the next person. 

According to Dr. Shuting Hu, Cosmetic Chemist and Founder of Acaderma, the following elements are to be considered before using shea butter:

Shea Butter is usually great for dry hair: Dr. Hu says "while shea is an amazing ingredient to use to combat dryness for hair, it may be a bit heavy for those with fine, straight strands. However, people with thick, coily hair can really benefit from using shea to seal in moisture." This makes shea butter a great product for kinky and curly coils. 

Shea butter is good for dry skin and eczema: Dr. Hu mentions that shea butter can be suitable for most skin types, however people with dry skin are likely to benefit the most from using this product. Upon application moisture is locked in, keeping the skin hydrated for longer periods of time.

Dr. Hu further highlights that "anyone who struggles with eczema, inflammation, or cracked skin can use shea butter to soothe irritation, which tends to flare up during the fall and winter."

Store your shea butter at room temperature: As it tends to melt when exposed to heat or direct sunlight, Dr. Hu advises to store it at room temperature and in an airtight container to prevent it from being contaminated. 

The business side of things

Tamara Curl-Green highlights that shea butter is often referred to as the “women’s gold” in West Africa. Curl-Green's statement was based on the opportunities that shea butter creates and that it is a commodity mostly controlled by women.

A brand that has acquired a piece in the shea butter market share is KAEME, which simply translates as 'remember me'. It is "a premium Ghanaian company specialising in personal care products such as shea soufflé, liquid black soap, soy candles and African-print toiletry bags." KAMAE values local resources and utilises raw, unrefined shea butter sourced from a women’s cooperative in Ghana to create hand-made products. 

KAMAE was founded by Freda Obeng-Ampofo in 2016 and her main goal was to take Ghana to the world with her products. In a conversation with Loyalty Universe, Obeng-Ampofo says, "Several years ago, I noticed that some of the high-end brands use shea butter in their products. They talked a lot about how the shea butter is from Ghana, but I also realised at the time that there were no global Ghanaian cosmetic brands."

Obeng-Ampofo’s journey highlights her ability to identify a gap in the industry and how she closed that gap with a locally sourced product.

We often look for global business opportunities when resources are staring us right in the face waiting to be globalised. Consumers are looking for products that will provide solutions for them and that untapped gem in your community might be the solution.