After making waves as one of the most celebrated clean beauty brands catering to melanin-rich skin, Ami Colé is officially closing its doors in September. On July 17, 2025, Diarrha N’Diaye-Mbaye took to Instagram with what she called “four powerful & soul-stretching years” behind her, officially announcing the close of Ami Colé. The heartfelt message stirred a wave of love, nostalgia, and honest questions from beauty lovers and industry insiders alike.
Founded in 2021 and named after her Senegalese mother, Ami Colé quickly became a cult favorite for Black and brown women. The brand stood for simplicity, representation, and glow — not just in marketing, but in formulation. From skin tints to lip oils, the products delivered on the promise of clean beauty that truly catered to melanin-rich skin. For many, Ami Colé was their first foundation match, their go-to glow, their beauty ritual.
But even with a loyal audience and multiple awards, the business faced uphill challenges. Diarrha shared in an exclusive interview with The Cut that while Ami Colé earned accolades; including Allure Best of Beauty wins and a spot on Oprah’s Favorite Things — sustaining the business under current market pressures proved difficult. The brand expanded into over 600 Sephora stores within 16 months, a dream opportunity that came with immense expectations. Despite high hopes and heartfelt effort, the scale-up didn’t align with sales realities. Retail shelf space was expensive, and the brand couldn’t compete with deep-pocketed corporations.
The founder opened up about the emotional journey, from raising over $1 million in venture capital as one of only 30 Black women to do so, to being ghosted by investors who once promised support. She also reflected on the heartbreaking reality of navigating an industry that champions inclusivity in theory but remains tough for small, Black-owned brands in practice.
Almost six years after Ami Colé first lived in my head and four years after we officially launched… the world feels upside down… and while my story isn’t unique, it still hurts. — Diarrha N’Diaye, via The Cut
To every Brown girl out there, don’t be afraid to fail out loud. Take it there! Dare to dream big! Learn, dust your self and try again. Pay it forward. — Diarrha N’Diaye
What Ami Colé Showed Us:
- That representation in formulation matters
- That Black women deserve to be the default, not the afterthought
- That beauty can be clean, effective, and culturally grounded
- That a glow isn’t just aesthetic — it’s a statement
For now, the brand will be closing, but Diarrha’s message was clear: her work isn’t done. In fact, this may just be the beginning of something new.
As a beauty lover, take a moment to honor what Ami Colé built. Whether you ever tried the lip oil, fell in love with the Skin-Enhancing Tint, or admired from afar, her brand was proof that beauty — when made with intention — leaves a lasting mark.
Explore the final sale before shutdown at amicole.com.
