There is nothing better than a great product with a great back story. We love our success stories in the United States, and not that other countries don’t love their success stories as well, but in the United States the stories are less about nationalism and more about entrepreneurship. No matter where you come from, the United States largely has a level playing field, designed to allow everyone, from all corners of the earth, a chance to succeed. This is certainly the case with Naa-Sakle Akuete, owner of Eu’ Genia Shea, who launched this company after abandoning a promising Wall Street career. A graduate of Harvard business school, this talented young woman leveraged the Greek words Eu’ Genia, which means origin of goodness, to create her pure product while her also celebrating her mother’s first name, Eugenia.
Ms. Akuete, who is from Ghana, wanted to also be environmentally correct, and with the help of hundreds of sustainably paid farmers, she brought her pure, unadulterated product to market. The supplier, Naasaskle Ltd., works with a cooperative in Ghana to harvest shea fruit in a sustainable manner. Once soft, the shell is removed, it is boiled, and then the nut is extracted. The nuts go on to be hand-sorted, where roughly 1/4 do not even make the cut. The chosen nuts are roasted, grounded and kneaded with water. This process forces the shea’s moisturizing oils to separate from the matter, and then it is boiled a second time. They will only boil twice as they want the product as pure as possible.
Shea butter can be used on scars, wrinkles, acne, eczema, on hair and even in food. This family business, with roots in Ghana and the United States, albeit venturing into Shea Butter at this point, has plans to change the world, if even in just a small way. Sustainability in farming practices, creating a pure product and delivering a lotion rich in antioxidants and Vitamins A and E is perhaps just the beginning of great things for this well-thought out enterprise. Additionally, should you want to try their products regularly, they offer a subscription where products can be purchased monthly with the added bonus of free shipping!