This week we meet Adama Kamara, the entrepreneur behind the skincare brand Just Shea, whose products are derived from shea butter. Adama came across the natural and effective moisturising abilities of shea butter in a trip to Africa as she was searching for an effective solution against eczema. In the process, she was not only able to build a successful business but also found a way to celebrate African traditions and give back to the communities there.
ISB: How did the idea for Just Shea come about?
AK: My family was looking for a solution to heal my nephew’s eczema. We had tried everything from over-the-counter creams to dermatologist-prescribed ointments. Nothing seemed to work. On a family trip to Sierra Leone, we rediscovered shea butter, a natural moisturiser derived from the nut of the shea tree which grows in East and West Africa. During the COVID-19 lockdowns, like many others, I found myself with plenty of free time. This period sparked my fascination with shea butter, leading me to create my first product – the Shea Body Balm. I experimented with various natural oils from Africa known for their suitability for sensitive skin. Eager to try the initial formulations, my family and friends willingly volunteered as testers. The positive feedback spread the word about the Shea Body Balm, and soon people were not only interested but also willing to purchase it.
ISB: What makes shea butter an ideal ingredient in addressing skincare problems?
AK: I was drawn to shea butter due to its effectiveness on sensitive skin and its anti-inflammatory properties. It’s so versatile and can be used all over the body – on the skin, hair, nails, hands, feet, and even as a cooking oil. This natural handmade ingredient is a superstar! It has exceptional moisturising qualities and offers long-lasting hydration, combating dryness. The emollient qualities of shea butter soften and hydrate the skin. It acts as a natural barrier, protecting the skin from the environment and helps to reduce the appearance of fine lines. It’s also packed with vitamins A and E, antioxidants, and essential fatty acids such as oleic and stearic acids, which are all nourishing for the skin.
ISB: Why is it important for you to be able to showcase African culture in your products?
AK: Just Shea aims to showcase African culture, history and traditions through its product offering. Africa is such a diverse continent, rich in culture and history but sadly the popularised narrative doesn’t reflect this. Through each product, my aim is for people to discover the unique ingredients indigenous to the African continent, understand their skin benefits, and learn about their traditional uses. Essentially, to share another perspective on beauty standards – we are a multicultural country, after all! Shea butter is a powerhouse ingredient that is commonly found in many skincare products, but in lower proportions. Inspired by my heritage, I wanted to create a brand that celebrates this rich legacy. I envisioned a brand featuring hero ingredients unique to the African continent, making them the focal point of its formulations.
ISB: Can you tell us more about how your business is empowering women in Africa?
AK: Shea butter has social and economic significance for women in rural Sub-Saharan Africa. Serving as a crucial income source women collaborate in groups to harvest nuts and craft the luxurious, creamy butter. The labour-intensive production process has endured for generations, providing an invaluable income source that enhances women’s economic autonomy. As a female founder, supporting other women entrepreneurs and producers is a priority for me. Women are the backbone of families, and their income can make a huge difference in the overall wellbeing of their family unit.
ISB: How do you envision Just Shea’s growth in the next couple of years?
AK: Just Shea is a passion project that allows me to share stories of the people, traditions, beauty practices and cultures of Africa. Over the next few years, my goal is to broaden our product range, share more compelling stories, and introduce new ingredients and beauty secrets to an expanding customer base.
ISB: What is the most important lesson you would share with others who dream of running their own business?
AK: Being a business owner is not easy! There will be many challenges and wins along the way. You must be passionate about your business. Passion is the driving force that will sustain you though the challenging and difficult times, making the success that much sweeter! You also need to be clear on your purpose and ask yourself, “why are you doing this?” The purpose needs to be more than a financial target. Having a well-defined answer to this question will serve as a guiding force, influencing every aspect of your business.
