Ami Colé, a widely praised beauty brand celebrated for its clean, skin-focused products tailored for melanin-rich skin, has revealed plans to officially close in September 2025. Founded in 2021 by Diarrha N’Diaye-Mbaye, the brand quickly gained recognition, winning over 80 beauty awards and cultivating a dedicated customer base for its clean, melanin-targeted offerings. Ami Colé made its debut at Sephora in December 2022, initially launching in 270 stores and achieving expansion to 600 locations within just 16 months—an impressive achievement for an independent brand, particularly one founded by a newcomer. With more than $3 million in venture capital backing, the brand received support from investors like Imaginary Ventures, Debut Capital, and Female Founders Fund. On the surface, it seemed like a modern success story in the beauty industry, yet the impending closure serves as a stark reminder that securing substantial funding does not ensure a brand’s survival. The tale of Ami Colé illustrates the ongoing challenges faced by mission-driven, Black-owned businesses in a fluctuating, capital-heavy sector. “I’m not leaving due to the quality of the products,” Diarrha expressed in her goodbye piece for The Cut. “I’m stepping back because the financials are no longer viable.” A Brand Grounded in Inclusivity. Diarrha, who grew up in Harlem with Senegalese heritage, founded Ami Colé to address a need in the clean beauty industry for products that embraced, rather than altered, darker skin tones. Before launching her brand, she gained valuable experience at L’Oréal and Glossier, which influenced her vision for a business focused on transparency, cultural heritage, and community. With popular products like the Lip Treatment Oil and Skin-Enhancing Tint, Ami Colé established itself as a favorite among beauty enthusiasts looking for easy-to-use and shade-inclusive products. Reasons for the Closure. Even with significant consumer interest and positive feedback from the industry, Ami Colé encountered obstacles commonly faced by startups led by Black entrepreneurs. Increased expenses associated with expanding into retail and supporting continuous marketing initiatives.
