shea-yeleen

Market Research Report: Shea Yeleen

Company Overview

Shea Yeleen is a social enterprise founded in 2005 by Rahama Wright, a former Peace Corps volunteer. The organization operates both as a 501(c)(3) nonprofit and a commercial entity, focusing on producing and selling high-quality, unrefined shea butter products. Its mission is to promote sustainable economic development in rural sub-Saharan Africa by empowering women-owned shea butter cooperatives and educating U.S. consumers about natural beauty care products and fair trade practices.

Product Portfolio

Shea Yeleen offers a range of skincare products, including body butter, black soap, body balms, lip balms, and handmade soaps. These products are crafted using traditional processing methods and ethically sourced, organic, and natural ingredients. The company's commitment to quality and ethical sourcing has garnered attention from major retailers. In 2021, Shea Yeleen's products were introduced on Macy's website, where they sold out of six stock-keeping units within two weeks.

Business Model and Social Impact

Shea Yeleen's business model is centered on financial empowerment and community development. The company pays its producers five times the local minimum wage, significantly enhancing the economic well-being of women in Ghana. This approach not only uplifts individual producers but also contributes to the sustainability of entire communities.

The organization has established 14 cooperatives with 800 members and provided business training to over 1,500 women in Ghana. These initiatives have enabled women to meet daily needs, send their children to school, and access medical services.

Market Presence and Distribution Channels

Shea Yeleen's products are available in over 100 Whole Foods Markets across the North Atlantic, Northeast, and Mid-Atlantic regions. The company has also expanded its reach through online sales via its website and partnerships with other retailers. In 2021, Shea Yeleen's products were introduced on Macy's website, where they sold out of six stock-keeping units within two weeks.

Competitive Landscape

The global shea butter market is a substantial component of the cosmetics industry, expected to reach a value of $1.36 billion by 2025. Shea Yeleen differentiates itself by emphasizing ethical sourcing, fair trade practices, and direct partnerships with women-owned cooperatives. This approach appeals to consumers seeking products that align with their values of social responsibility and sustainability.

Recent Developments

In 2024, Shea Yeleen's founder, Rahama Wright, was honored with the President’s Award at the National Black MBA Awards, recognizing her contributions to economic development and empowerment. Additionally, the company has been involved in initiatives like the Corporate Council on Africa U.S.-Africa Business Summit, discussing the role of small and medium-sized enterprises as engines of economic growth and innovation.