Afro-Caribbean Business Network | Fireside Chat with Efia Tekyi-Annan, Founder of Roots Empowerment | Sunday, October 18, 2026 | Online
Walk down the beauty aisle of almost any store and you will see products built on ingredients from Africa, like shea butter, cocoa butter, and black soap. Yet the brands on those shelves are rarely Black-owned, and the women who produce those ingredients rarely share in the profits.
That is the story at the centre of Day 18. Black-owned beauty brands in Canada are growing, and they bring authenticity, cultural knowledge and deep customer loyalty. However, they still face real barriers when it comes to shelf space, supply chains and fair market access.
So on Sunday, October 18, the Afro-Caribbean Business Network continues the Black Entrepreneurship Ecosystem Conference 2026 with a virtual fireside chat featuring Efia Tekyi-Annan, Founder of Roots Empowerment and the entrepreneur behind Shealume, on how representation, supply chains and market access shape Black-owned beauty brands.
Who Is Efia Tekyi-Annan?
Efia is a Canadian entrepreneur of Ghanaian heritage and a proud mother of three. Raised in a Ghanaian household, she has kept strong ties to Ghana through frequent visits home. In fact, her entrepreneurial spirit showed up early, when she ran a cupcake business as a student.
In 2014, she launched African Royalty, a Black-owned brand that sources authentic African goods and celebrates Ghanaian culture, from waist beads to Kente-inspired designs and shea butter. Notably, each purchase comes with an educational card explaining the item’s cultural meaning. As she puts it, buying from African Royalty is also a pledge to learn more about African culture.
More recently, she founded Shealume, a beauty brand that highlights African ingredients like shea butter while supporting women producers. In addition, she leads Roots Empowerment and is a sought-after community voice and event host in the Greater Toronto Area.
Why This Conversation Matters for the Black Community
1. Representation on the shelf matters
Today, Black consumers spend heavily on beauty and personal care, yet Black-owned brands hold only a small share of retail shelf space. When our brands are visible in mainstream stores, it builds wealth for founders and shows customers that products made by us, for us, belong everywhere.
2. Supply chains should benefit the source
Shea butter is traditionally processed by women in West Africa. For example, one Ghana-based organization reports connecting more than 90,000 shea producers to international markets. Brands like Shealume show that it is possible to build a business that honours and supports those women instead of simply extracting value.
3. Authenticity is a competitive advantage
After all, customers can tell the difference between a brand that borrows a culture and one that comes from it. Therefore, Black founders who build around their heritage have a story that big companies cannot copy. That authenticity builds trust and repeat customers.
4. Breaking into consumer products
At ACBN, we name the Four Strikes™ that hold Black entrepreneurs back, including overconcentration in professional services. Consumer products like beauty are a powerful way to diversify, because physical products can scale through retail and online channels. Of course, they also need inventory, packaging and capital. (For more on getting into stores, read our Day 17 spotlight on how to scale a Black-owned business.)
5. Market access starts with readiness
Getting from a small batch to retail shelves takes preparation. This is where ACBN’s 3C Framework™ comes in: Clarity → Connection → Capital. First, get clear on your costs, pricing, compliance and brand story. Next, connect with suppliers, retailers and fellow founders. Finally, access the capital that funds inventory and growth.
Ready to grow your product business? ACBN’s Growth Pathway program walks you through the 3C Framework™ with coaching, community and a direct route to funding. We are welcoming 100 entrepreneurs into the program.
What You Will Walk Away With
- How Black-owned beauty brands can win shelf space and customers
- Why ethical sourcing and transparent supply chains build trust
- Ways to turn cultural heritage into a lasting brand
- What retailers look for before they carry a product
- A live Q&A with a Ghanaian Canadian founder and community builder
Frequently Asked Questions
How can I support Black-owned beauty brands in Canada?
Buy directly from Black-owned brands, ask your favourite stores to carry them and share the brands you love online. Every purchase and recommendation helps a Black founder grow.
What does ethical sourcing mean in beauty?
Ethical sourcing means knowing where ingredients come from and making sure the people who produce them are paid fairly and treated with respect. In practice, it also means being transparent with customers about your supply chain.
I missed the live session. Can I watch the replay?
Yes. Replays of BEEConference sessions will be shared on the ACBN YouTube channel.
Join Us on Day 18
Day 18 continues a full month of workshops through October as part of the Black Entrepreneurship Ecosystem Conference 2026. So if you are building a product brand, or dreaming of one, this conversation is for you.
Fireside Chat with Efia Tekyi-Annan | BEEConference Day 18
Sunday, October 18, 2026 | Online
Can’t make it live? Subscribe to our YouTube channel so you never miss a replay, workshop or conversation: youtube.com/@acbn_canada
Connect. Build. Grow.
