Extending Shea Tribe to SA

For Shea Tribe, it’s not just about them and their business; and empowerment is not just charity, it’s building a system where women thrive because their work is recognised, respected, and rewarded.

1. How does Shea Tribe’s supply chain empower women artisans? 

At Shea Tribe, our roots are deeply tied to the rural women who form the backbone of the shea industry. Over 90% of shea pickers are women, and we intentionally design our supply chain to put them at the centre. We work directly with women-led cooperatives, ensuring fair pay, providing training on improved processing methods, and supporting them with resources like protective gear. By creating opportunities for local value addition, we help women move beyond being just raw nut suppliers to becoming skilled processors and entrepreneurs in their own right. 

2. to be seen is so important. You got the “Friends of Prof” grant from the program organised by Nigeria’s former Vice President. What does it mean for the brand? 

Receiving the Friends of Prof grant in 2020 was a turning point for us. It wasn’t just financial support, it was validation of our vision to create an African-owned, globally relevant beauty brand. It showed that our government recognised the potential of indigenous resources like shea to drive Nigeria’s non-oil exports. It was a moment of encouragement to keep going, even when building a business felt uphill. That grant helped us expand operations and reinforced our belief that what we’re building is bigger than a business, it’s part of a national and continental movement. 

3. I love the recognition. How does Shea Tribe stand out in the beauty industry? 

Shea Tribe is more than just skincare, it’s culture, heritage, and community in a jar. We stand out because we marry authenticity with innovation. Our formulations are handcrafted, rooted in African botanicals, and inspired by centuries of tradition, yet they meet modern beauty standards of safety, efficacy, and luxury. Beyond products, our voice in the industry is one of advocacy, we’re outspoken about ending skin bleaching, championing local processing, and ensuring African beauty isn’t diluted but celebrated on global shelves. In a market crowded with trends, we remain timeless by anchoring everything in purpose. 

4. How do your products simplify customers’ self-care routines? 

Our products are designed to be multipurpose because life is complicated enough. A single jar of our shea butter can moisturise your skin, soften your hair, and soothe dry patches. Our body oils are equally at home on your bathroom shelf as they are in your travel bag. By focusing on clean, effective, plant-powered ingredients, we take the guesswork out of routines.

5. What excites you most about expanding into South Africa? 

South Africa feels like a natural extension of our tribe. It’s a country with a rich cultural identity, a thriving beauty market, and a deep appreciation for wellness. I’m most excited about creating bridges between communities. Expansion for me isn’t just about selling more products; it’s about storytelling, building connections, and showing the shared power of African excellence. South Africa also offers us an entry point to the southern African region, which is key to our long-term vision of being a continental and global brand.

6. How does sustainability guide Shea Tribe’s growth? 

Sustainability isn’t just a buzzword for us, it’s the way forward. Shea trees take 15 years to mature, so we are committed to conservation and replanting to protect this resource for future generations. On the production side, we champion local processing to reduce carbon footprints from unnecessary exports. Our packaging is shifting toward eco-conscious solutions, and we design our products to last long and serve multiple purposes, reducing waste. Most importantly, we believe sustainability is about people: creating livelihoods, protecting culture, and building systems that outlive us.