Innovation

It all started with Amoah’s grandmother in the village of Kumasi Ashanti in Ghana. She was the community’s herbalist, people came to her with various illnesses and problems. As Juli stated in our interview “It actually started with Amoah’s grandmother, who was the village herbalist. People would often come to her seeking remedies to various illnesses and problems. She would frequently give shea butter for all sorts of issues relating to skin health. They would make the shea butter from the trees naturally growing around the village”. Later when Amoah was living in Canada, he turned this family tradition into a business and founded the SheaButterMan Shoppe. They wanted to create gentle products that people of all skin types could use, that would not be harmful for the environment to make. Where else better to get their shea than from than his home town?

Inspiration

The idea of using only naturally-sourced ingredients in SheaButterMan Shoppe skincare products, specifically ethically harvested shea butter, was born within the native village of Kumasi Ashanti, in West Africa. The shea tree, from which the butter is harvested, is endemic to the region and is a key aspect of local culture. Thomas Amoah and his wife, Juli, had the idea to turn this remedy of natural shea butter into an ethical and environmentally friendly skincare business, which has expanded across a few cities, gaining a strong reputation within those communities. The inspiration behind creating SheaButterMan was also driven by the forward-thinking mindset of the Amoahs. As Juli said in her interview “I think about the children and grandchildren who we are giving this world to. I’ve noticed that the attitude in the world has changed to be socially conscious and to respect mother earth. I’m appalled at some of the petroleum products out there.”. This was one of their greatest reasons why more businesses should turn to ethical environmentally friendly supply chains, it is better for the Earth and the people on it.

Tomas and Juli strive to supply chemical free skincare products and help alleviate even the most sensitive skin issues. Many companies nowadays use chemicals that cause side effects and skin irritations, therefore SheaButterMan has become the alternative to these alarming issues. However, SheaButterMan did not just stop at providing chemical-free skin products, they wanted to be an ethical company that would benefit the environment of their production site, instead of causing harm.

Overall impact

The all-natural and ethically sourced product lines developed by the SheaButterMan Shoppe have had a multitude of benefits for the business, community and environment. Perhaps the most obvious impact that the SheaButterMan Shoppe has is on its customers. By providing an all-natural skincare product that is free from chemicals and additives, the Shoppe has a positive impact on its consumers, who are seeking a more wholesome alternative to many the more prominent, chemical-based brands. Shea Butter’s commitment, however, goes beyond simply providing a superior product to their customers; what really sets them apart is the sustainable nature of their supply chain. By partnering with the Ghanaian people in the production of all their products, the business guarantees a sustainable economic benefit to these villagers which can have a far-reaching stimulatory effect on their local economy. Furthermore, unlike many other international companies who harvest resources from the continent, the SheaButterMan Shoppe maintains a strict, ethical code of conduct. As someone who was born and raised in Ghana, Thomas knows the importance of the shea tree to the local culture. As such, he ensures that every precaution is taken to guarantee the long-term health of local forests. All of the shea used by the shop is hand-picked, which eliminates the need for large industrial equipment that would cause both physical harm to the forests by damaging the trees and soil, as well as produce harmful fumes and fuel emissions.

Though now established in Guelph, Thomas has not forgotten his African roots. In addition to providing a source of income to the residents of his home village outside of Kumasi in Ghana, Thomas and his family also gives back to the Ghanaian community through their partnership with Ghana Medical Help, an aid organization that provides medical equipment directly to treatment facilities within the sparsely populated northern region of the country. Closer to home, the SheaButterMan Shoppe also actively works to educate Guelph residents on Ghanaian culture through regularly held traditional drum circle events with local students

Business benefit

When you are able to provide a natural product in today's generation, especially in the skin and cosmetic industry, you will gravitate a vast number of interested people towards your business. Many companies use chemicals within their products, which as stated previously causes reactions and irritations, so if you can provide a chemical free remedy then your products will be more sought after. Along with this, due to the fact that SheaButterMan is an ethical and environmentally friendly company they will be attracting those who support such movements to shop at their store. These two factors will be able to provide greater profit for the business. Lastly, the history of the company and its roots with West Africa have created other business opportunities. For example, SheaButterMan sells jewellery, art, sculptures etc inspired by the African culture. This allows them to bring in several different shoppers into one area, which in terms of business is always very beneficial

Social and environmental benefit

The way the shea is extracted greatly benefits the environment. Without the use of heavy machinery or fossil fuels, tons of greenhouse gas emissions are not added into our air. Manually extracting the shea makes for a safer process for the workers, trees, and the environment as a whole. With the all-natural product with no added harmful chemicals as well, it is better for society as a whole to use these products. To quote Juli from SheaButterMan “There’s also no need to add anything to perfectly good things we find in nature like Shea butter.

Interview

Juli Amoah, Owner