About of Majoe Shea Beauty

The name Majoe comes from my beloved grandmother Majoe, who is not with us today. As a child, my siblings and I were with her in Calaba Town a lot. Her "go to" product was madoni (shea butter) and it stays with me. She and I were very close and she still has a big place in my heart. This is something I am very passionate about, not only because of my grandmother, but also to live up to old traditions that have existed for generations. Majoe Shea Beauty is a small business that make eco-friendly organic handmade, soaps and skin care products. The business is run in Stockholm, Sweden, with shea butter locally sourced from Africa and beeswax/honey from Sweden as the main ingredients. Our goal is to increase accessibility, transparency and sustainability of high quality in all products. And also make sure to pay 2x the fair-trade price to the lovely women back home who make this amazing unique butter

Majoe Shea Beauty is a small, all natural, clean, handmade skincare, woman owned brand based in Sweden. With Shea butter from Sierra Leone/Ghana and beeswax from Ljusdal, Hälsingland as the base ingredients. The main goal is to increase accessibility, transparency, and sustainability in all products. Making sure we pay 2x the fair trade price of Shea butter to the women back home that make it.

Founder´s story

My name is Annie Yonkotha Samura, founder of Majoe Shea Beauty.

The name Majoe comes from my beloved grandmother. Growing up my siblings and I enjoyed going on vacation to our late grandmother in Calaba town, Freetown. Her go to product was madoni (shea butter) and it stayed with me. She and I were very closed and she is still very close to my heart. This is something that I am very passionate about, not only because of my grandmother, but also to live up old traditions that have worked for generations. 

I have always had huge interest and respect for natural handmade products. And for years I made my own body butters, hair mask and lots of other skin and haircare. That family and friends have been using for years and loved. I also worked in an all natural store for years in Stockholm, where I got to educate myself more. The idea of starting my own came along when I lived in Ljusdal, which is the North part of Sweden. Not been quite a small town girl, I did however loved how simple life was and how easy to get homemade honey for example was by just taking a stroll or your bicycle. I was blowed away by how much beeswax I saw from this old man I used to get my honey from had. And there then, ideas kept coming in. So of course I bought the beeswax from him and later came with a tin of salve for him to try out. Because I mean it his beeswax, it just made sense that he gets to try the very first batch.

So the concept here is combining my different backgrounds into one. As that what's makes Annie and Majoe Shea Beauty.

My drive and desire to achieve positive change allows me to grow into the successful online sustainable skin and hair care online store I aspire to be. It's not just about offering environmentally, friendly and socially responsible products. I'm striving to inspire the world and my community to adopt a sustainable lifestyle. And empower women everywhere.


My first priority is to pay more than the fair trade price for the shea butter and black soap that is locally sourced from Sierra Leone and Tamale, Ghana. Also, to use recyclable and ethically produced materials and lastly to produce high quality handmade products and be cruelty free.

Producer and consumer transparency is very important to me.

Our Story

It’s no secret that finding high-quality beauty and skincare products is a challenge. Many are made with harmful ingredients that put consumers and the environment in danger to save costs, leaving us to settle for brands that put profits above all else.


Our founder Annie Yonkotha Samura also felt that her cosmetic products left much to be desired, so she sought to create a solution. She soon found herself making her own products, which she shared with friends and family in Freetown, Sierra Leone, much to her beloved grandmother’s delight, who loved using natural, handmade formulas (her go-to product was shea butter!).


Annie then moved to Sweden and began working in an all-natural store in Stockholm, where life moved slower, more intentionally. There, Annie took pleasure in simple living, making friends with locals who gave her homemade honey. Inspired by their craft and the possibility of honoring her grandmother’s traditions, Annie became passionate about making a positive difference in the industry. And so, taking what she learned in Africa and Sweden, she created Majoe Shea Beauty.

The magic of Majoe

Founded in 2020, Majoe provides handmade body and skincare products that check all the boxes: effective, sustainable, and luxurious. Whether you use them for hygienic or self-care purposes, our extensive collection has something for everyone.

We prioritize accessibility to grant everyone the opportunity to lather themselves in nutrient-rich formulas. Each product is handmade, featuring organic ingredients that are gentle yet yield powerful results. Here, you’ll find various must-have products, from lotions and cleansers to shampoo, beard maintenance, and more, allowing everyone to fill their daily routines with healthy, high-quality formulas.

Committed to sharing her expertise, Annie hosts a soapmaking class where people can learn the craft and achieve ultimate fulfillment from knowing exactly what belongs in the products you and your loved ones use. In this way, Majoe promotes transparency in an industry that desperately needs it.

Fortunately, the generosity doesn’t stop there. We’re also devoted to helping you adopt healthier habits to protect our planet. We source the most natural ingredients locally

from Sierra Leone and Tamale, Ghana, and develop our products with fully biodegradable packaging and cruelty-free methods to give our customers complete peace of mind and do our part for a more prosperous future.

Want to experience the Majoe magic firsthand?

Be sure to visit our shabby-chic store in Östermalm and say hi! And for those who want to create the same sensations at home, visit our online shop, where you’re guaranteed to find effective products that allow you to maintain your sustainable lifestyle for the sake of your and the planet’s well-being.

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