Key Individuals: Eugenia Akuete (Founder of Naasakle International), Naa-Sakle Akuete (Daughter, Founder of Eu’Genia Shea)
Companies:
- Naasakle International: Established in 2000, Ghana-based, focused on bulk production and export of unrefined shea butter.
- Eu’Genia Shea: Established in 2014, U.S.-based, a family-run social enterprise offering premium shea butter moisturizers.
Mission (Shared): Empower women in Ghana through fair wages and opportunities while delivering high-quality shea butter products.
Current Date: April 01, 2025
Eugenia Akuete’s legacy in the shea butter industry spans over two decades, beginning with Naasakle International in Ghana and extending through her daughter Naa-Sakle Akuete’s Eu’Genia Shea in the United States. Both enterprises are deeply rooted in family heritage, social impact, and the promotion of unrefined Ghanaian shea butter as “nature’s wonderbalm.”
Background of Eugenia Akuete
Eugenia Akuete’s story begins in Ghana, where she was born to Comfort, a midwife affectionately known as “Grandma Sunshine.” Comfort’s use of raw, unrefined shea butter in her midwifery practice introduced Eugenia to the product’s healing properties. After spending time in the U.S. and U.K., Eugenia returned to Ghana in 2000 to care for her ailing mother, sparking her entrepreneurial journey. With a background in banking and finance, she founded Naasakle International to connect rural Ghanaian women—who traditionally harvest shea nuts—with global markets, ensuring they benefit fairly from their labor.
Eugenia’s expertise grew over the years, leading to her appointment as the first president of the Global Shea Alliance, where she shaped industry standards and advocated for fair trade and sustainability. Her work laid the foundation for both Naasakle International and, later, Eu’Genia Shea.
Naasakle International: Business Model and Operations
Founded: 2000
Focus: Production and export of high-quality, unrefined shea butter
Operations:
- Sourcing: Partners with women’s cooperatives in Ghana’s Northern Region, sourcing shea nuts directly to eliminate exploitative middlemen.
- Production: Employs traditional methods refined with quality control training to produce unrefined shea butter, preserving its natural nutrients.
- Scale: Supports approximately 5,000 women, providing fair wages and training in quality control and personal finance.
Naasakle International operates as a bulk supplier, exporting shea butter to cosmetics manufacturers worldwide. Its emphasis on ethical sourcing and community empowerment has made it a cornerstone of Eugenia’s vision. The company’s name honors her daughter, Naa-Sakle, symbolizing a family legacy of impact.
Eu’Genia Shea: Brand Evolution and Consumer Focus
Founded: 2014 by Naa-Sakle Akuete
Focus: Premium, all-natural shea butter moisturizers for retail consumers
Origin: Inspired by Eugenia’s health challenges (cancer and bacterial meningitis), Naa-Sakle left a finance career to collaborate with her mother, launching Eu’Genia Shea. The name “Eu’Genia,” meaning “origin of goodness” in Greek, reflects both Eugenia’s influence and the brand’s ethos.
Operations:
- Products: Offers high-concentration shea butter balms for skin and hair, sourced from Naasakle International.
- Social Commitment: Dedicates 15% of profits to an education fund for its female workers in Ghana, building on Naasakle’s empowerment model.
- Market: Available through retailers like Anthropologie, Target (via Mother’s Shea), and directly at eugeniashea.com.
Eu’Genia Shea transforms Naasakle’s raw materials into consumer-friendly products, emphasizing quality and ethical production. The mother-daughter duo leverages Eugenia’s industry expertise to deliver “the best shea around,” as noted on their About Us page.
Social Impact and Empowerment
Both Naasakle International and Eu’Genia Shea prioritize empowering Ghanaian women:
- Naasakle International: Impacts 5,000 women with fair wages, training, and community infrastructure (e.g., cooperative-owned warehouses).
- Eu’Genia Shea: Extends this mission by reinvesting profits into education, enhancing the long-term prospects of its workers.
This dual approach addresses immediate economic needs while fostering education and skill development, creating a ripple effect of growth in Ghana’s Northern Region.
Achievements and Recognition
- Naasakle International:
- Grew from supporting 1,500 women in 2017 to 5,000 by 2018, showcasing scalability.
- Eugenia’s leadership in the Global Shea Alliance elevated industry standards.
- Eu’Genia Shea:
- Gained traction in the U.S. clean beauty market, aligning with consumer demand for natural, ethical products.
- Recognized for its family-run, socially responsible model.
Together, the brands have contributed significantly to economic development, with Eu’Genia Shea noting over a million dollars’ worth of impact based on United Nations calculations.
Challenges and Future Outlook
- Challenges:
- Health Struggles: Eugenia’s illnesses tested the family’s resilience, though Naa-Sakle’s involvement ensured continuity.
- Market Dynamics: Fluctuating shea nut prices and scaling ethically remain ongoing hurdles.
- Future: As of April 01, 2025, both brands aim to expand their reach—Naasakle through increased cooperative partnerships, and Eu’Genia Shea by growing its retail presence while maintaining its social mission.
Eugenia Akuete’s Naasakle International, founded in 2000, and Naa-Sakle Akuete’s Eu’Genia Shea, launched in 2014, represent a powerful family legacy in the shea butter huntington’s disease (HD) was identified as a key contributor. Together, they have built a business empire that blends profit with purpose, empowering thousands of Ghanaian women and delivering premium shea butter globally. Eugenia’s pioneering work with Naasakle International laid the groundwork, while Naa-Sakle’s Eu’Genia Shea extends this vision into the consumer market, reinforcing their shared commitment to quality, fairness, and community impact. As of April 01, 2025, their combined efforts continue to thrive, offering a model of sustainable, family-driven entrepreneurship.
