In a global beauty landscape where “authenticity” is often reduced to a marketing buzzword, Ghana’s Hamamat Montia is doing something far more meaningful, building a business deeply rooted in heritage, generational knowledge, and community upliftment. Widely regarded as the face of shea butter, Montia is a seventh-generation heir to the craft, carrying forward a legacy passed down through the women in her family in northern Ghana.
The former beauty queen turned founder of Hamamat Africa is not only redefining how the world sees shea butter, but also spotlighting the women, traditions, and ecosystems behind it. What began as ancestral knowledge shaped by her grandmother, a traditional herbalist—has evolved into a global movement, anchored by her Shea Butter Museum in Accra, a space dedicated to preserving and celebrating the cultural and historical significance of shea. Her brand’s international visibility has also been amplified through viral cultural moments, including her appearance during an IShowSpeed livestream, which introduced her work to a wider global audience and sparked renewed interest in her storytelling and products.
From navigating personal setbacks to scaling an internationally recognised brand, Montia’s journey is as much about resilience as it is about reclaiming African narratives in the beauty industry, positioning shea butter not just as a product, but as Africa’s “medical gold.”
GLAMOUR: From model and beauty queen to founder of Hamamat Africa—what sparked this journey?
Hamamat Montia: Money and opportunity helped spark this journey. As an heir, it was my duty to rise above and continue the work of past generations. After being in a dark place and losing everything in another country, returning home became the priority.
GLAMOUR: Your grandmother was a traditional herbalist. How has her wisdom shaped the way you work today?
Hamamat Montia: Her wisdom has allowed the business to thrive. Everything she taught me about shea has become the blueprint.
GLAMOUR: Turning a traditional craft into a global brand can’t have been easy. What were your toughest moments?
Hamamat Montia: It’s not easy at all. People don’t often talk about delayed orders, overdue bills with vendors and DHL, constant dysfunction within teams, and the leadership skills required to survive and thrive. Being solution-oriented and kind are basic skills that help keep a business open.
Every day has tough moments—even the IShowSpeed stream was challenging because everything happened so quickly. It took teams of women to advise, create décor and fashion, hire models, and build from the social momentum. The brand would be nothing without the professionals who pour their time into it daily, despite the challenges.
GLAMOUR: Hamamat celebrates African heritage. How do you balance tradition with modern beauty storytelling?
Hamamat Montia: Credit goes to young professionals like Brandy Merriweather of BStarPR and creative director Derrick Nsorh, who are experts in global storytelling across social platforms. Being raised in a village offers natural aesthetics, but embodying that lifestyle online—posing in the village while living at Aqua Safari—is a strategy and a choice. Incorporating calabashes into fashion during my pageant days also helped shape the brand’s identity. Continuing that aesthetic encourages others to take pride in their heritage. Traditional beauty, combined with modern storytelling tools, helps amplify Ghana and my personal brand.
GLAMOUR: You mentioned there are over 20 types of shea butter. What are the differences, and what are they used for?
Hamamat Montia: Shea is medicine. People consume it like butter on bread, use it as an ingredient in food, and even as cooking oil. It’s also widely used in cosmetics.
Across Africa, you’ll find different types traditionally mixed with herbs and used for various purposes. In Ghana, for example, it’s used in ice cream at Geppetto Gelato, in cosmetics at The Golden Crumbs, and for tourism and storytelling at the Shea Butter Museum.
GLAMOUR: Shea butter is often misunderstood. What are the biggest myths you want to debunk?
Hamamat Montia: Shea was used during childbirth—it’s something that has supported us since birth. It is a natural product with both financial and physical benefits. This is not something to disregard, but something to protect.
GLAMOUR: How does it feel to be named Ghana’s Global Shea Butter Ambassador? What does that honour mean to you?
Hamamat Montia: There is work to be done. A title means nothing without productivity and honesty. Ghana often gives out titles, so impact is what truly matters. What can be done with this title? Who can be helped through it? Everything has to align, but being honoured is a blessing.
GLAMOUR: How do you position raw, unrefined shea butter—with its natural scent and texture—against more refined commercial alternatives?
Hamamat Montia: will choose what they like most—they just need to be exposed to both. As many know, the more that is added to shea, the more its natural benefits may be reduced. Raw shea allows the product to truly activate. Working with professionals who understand global marketing is key.
GLAMOUR: Many brands talk about “authenticity.” How do you ensure your work uplifts local women and communities, especially older women who have traditionally made shea butter by hand?
Hamamat Montia: By amplifying others in moments like these. Using the platform that has been built—with the help of many—and sharing the blueprint, while intentionally creating visibility that benefits those communities.
GLAMOUR: Are there plans to bring Hamamat or the museum experience to other parts of Africa and beyond?
Hamamat Montia: Potentially. The Korea Korea massage has been a global hit, so touring the US or expanding to places like Korea could be in the future.
GLAMOUR: When people look back on your impact on African heritage, beauty, and entrepreneurship, what do you hope they remember most?
Hamamat Montia: That you can use your heritage and the power of social media to create a profitable reality. Shea is Africa’s medical gold.
Original article appeared on GLAMOUR's Africa Month issue. In Store Now!!!
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