Ami Colé, the acclaimed Black-owned beauty brand founded by Diarrha N’Diaye-Mbaye, is closing its doors just four years after its celebrated launch. Known for its clean, minimalistic formulations tailored for melanin-rich skin, the brand quickly emerged as a disruptive force in the beauty world.
Launched in 2021, Ami Colé stood apart by prioritizing authenticity and cultural relevance in an industry often lacking both. Its hero products such as the Skin-Enhancing Tint and Lip Treatment Oil garnered praise for enhancing, not masking, natural beauty. The brand earned a cult following, graced the shelves of Sephora and Goop, and was featured in major beauty publications for redefining what inclusive beauty could look like.
In an exclusive with Essence, N’Diaye-Mbaye reflected on the journey, stating, “We did what we came to do to celebrate us, for real.” Despite the cultural resonance, she revealed that building a sustainable business model behind the brand proved to be a greater challenge than anticipated.
Behind the Brand’s Quiet Struggles
While outwardly successful, Ami Colé was grappling with financial and operational realities. As reported by TechCrunch, the brand secured over $3 million in venture capital, backed by notable firms including Imaginary Ventures. This positioned Ami Colé as one of the few Black-owned beauty brand startups to break through the VC barrier.
But as N’Diaye-Mbaye candidly noted in a farewell Instagram post, the funding, though substantial, was not enough to support the long-term operational demands of the business. “We raised capital, but not enough,” she admitted, highlighting the disconnect between public support and structural backing.
Even with visibility, press attention, and a loyal customer base, the pressure to scale while simultaneously managing hiring, fundraising, product development, and retail operations was immense. According to TechCrunch, N’Diaye-Mbaye called the balancing act “unsustainable.” Like many startups led by women of color, Ami Colé faced the double bind of high expectations and limited systemic support.
A Legacy Beyond the Product
The beauty industry is now reckoning with the loss of a brand that did more than sell products; it represented a cultural shift. As reported by Harper’s Bazaar, Ami Colé’s closure has triggered an outpouring of support, with many calling it a symbol of what modern beauty should aspire to be: inclusive, ethical, and real.
Source: Harper’s Bazaar
While the brand is ceasing operations, Diarrha N’Diaye-Mbaye has made it clear that this isn’t a permanent goodbye. Her statement “This is not goodbye. It’s see you later” hints at future endeavors that may once again redefine the space for underrepresented communities. Her commitment to celebrating Black-owned beauty brand remains unwavering.
Ami Colé’s story is both a success and a cautionary tale. It underscores the innovation, resilience, and creative power of Black entrepreneurs while exposing the persistent gaps in equity, funding, and structural support. Though the brand is closing, its legacy of representation and radical self-love will resonate far beyond the shelves it once occupied.
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