Entrepreneur and former beauty queen Hamamat Montia has been officially unveiled as Ghana’s first official Ambassador for Shea Butter.
Her appointment was formalised by the Ministry of Tourism, Culture & Creative Arts (MoTCCA) at a special ceremony held at the Ministry in Accra on Tuesday, February 10, 2026.
She was honoured with a citation recognising her remarkable contribution to Ghana’s shea butter industry, culture and women’s empowerment. The event drew dignitaries, cultural practitioners, creatives and media personalities.
At the ceremony, the Minister for Tourism, Culture & Creative Arts, Hon. Abla Dzifa Gomashie, expressed excitement about the appointment and underscored its cultural significance.
“I am, therefore, deeply honoured to preside over the appointment of Ms. Hammamat Montia as Culture Ambassador for Ghana Shea Butter by the Ministry of Tourism, Culture and Creative Arts. Ms. Hammamat embodies the essence of what cultural ambassadorial role means in the 21st century: authenticity, excellence and global relevance rooted firmly in African identity.”
“Through her work, she has shown that indigenous knowledge, when properly valued and invested in, can compete confidently on the global stage,” she added.
In response, Hamamat expressed appreciation for the honour and described the role as a responsibility rather than just a title.
“It is a deeper honour to stand here as Ghanas Shea ambassador. I do not see this merely as a title, I see it as a responsibility to the women who guard the Shea tree. To the villages that hold our knowledge and to the future generations that are going to inherit what we leave for them.”
“For years I have worked quietly, conserving educating and sharing the story of Shea butter with the world. Today that work is being seen. Shea butter is not only for beauty, it is livelihood for millions of women across Africa. It heals our skin, sustains our families and carries our culture.”
“We must move from being simply suppliers of raw materials to producer of premium ethical excellent African products. And Ghana can be the shining light.”
Her appointment comes on the back of renewed international attention.
Recently, American social media streamer IShowSpeed visited her Shea Butter Museum during his 2026 Africa tour.
The visit went viral, symbolising growing global interest in Ghanaian tradition and entrepreneurship.
Following the viral moment, the museum reportedly became fully booked for weeks, with most reports indicating bookings secured until March 16, 2026.
Originally from Bolgatanga in the Upper East Region, Hamamat has transformed her heritage into a global wellness brand that promotes African identity and empowers rural women.
She first rose to national prominence after winning Miss Malaika Ghana in 2006 at age 18 and was later crowned Model of Africa Universe in 2007.
In 2019, she established the world’s first Shea Butter Museum in Accra, showcasing 21 variants of shea butter from across Africa.
Beyond the Accra museum, the Hamamat African Village in Tamale, Northern Ghana, serves as the birthplace of the brand and a modern eco-village dedicated to ancestral wellness and shea butter heritage.
Unlike the museum in Accra, the Tamale location offers a deeper and more immersive journey into the traditional life of what she describes as the “Shea Butter Kingdom,” connecting visitors directly to the cultural roots and production processes behind the product.
Significance of the appointment
Although Hamamat has unofficially been referred to as the “Shea Butter Queen” for over a decade, this is the first time the state has formally created and recognised a dedicated ambassadorial role specifically for the shea butter industry.
The title recognises her 15-year commitment to promoting shea butter as both a cultural heritage and an economic asset through her social enterprise, Hamamat African Beauty, and the establishment of her Shea Butter Museum.
As Ghana’s Global Shea Butter Ambassador, she is expected to champion the industry’s estimated $2.62 billion global value and advocate for a strategic shift from exporting raw shea to producing premium, ethical, African-made products that empower local women and strengthen Ghana’s position in the global beauty and wellness market.
With this formal recognition by the Ministry of Tourism, Culture & Creative Arts, Hamamat Montia now holds the historic distinction of being Ghana’s first official Ambassador for Shea Butter, tasked with elevating the industry’s cultural value, economic potential and global relevance.
