The beauty world is reeling: Ami Colé, the clean, inclusive brand founded in Harlem and inspired by Senegal, is closing its doors this September 2025. What started as a labour of love and representation is now a case study in the challenges small, diverse brands face in a cutthroat market.
From day one, founder Diarrha N’Diaye‑Mbaye named the brand after her mother—‘Ami’, from Aminata and ‘Colé’ as their family name—pouring her heritage and heart into every product.
Launched in May 2021, the brand quickly captured hearts and shelves with its viral Lip Treatment Oil, skin tints, brushes, and complexion sticks, everything made specifically for rich, melanin-rich skin tones. Despite cult-favorite products and a presence in over 600 Sephora stores by 2022, Ami Colé never got the financial oxygen it needed.
Founder Diarrha later revealed that tariffs, retail shelf costs, uneven investor support, and steep upfront expenses made the brand’s operating model unsustainable. It was the kind of economic reality that bites hard when the market shifts and those “niche” categories get dismissed.
Yet even amid the closure news, the brand’s impact is loud and clear. Fans are rushing to stock up, especially on that luxe, non-sticky lip oil, turning every purchase into a small act of love and reclamation. And beauty editors? They’re calling this a massive loss, a symbol of how inclusivity pledges don’t always translate into long-term support.
Ami Colé was more than clean ingredients; it was representation in texture, tone, and design. It’s why Oprah named it a favourite and Martha Stewart wore it, and why everyday Black and brown women felt seen, for real.
So, what happens now?
-
Stock what you love: Until September, the Lip Treatment Oil and complexion tools are still available online and at Sephora.
-
Support the movement: With each Founder’s Dollar, consider continuing your support through other Black-owned brands — the struggle isn’t over
-
Demand action: If we believe in inclusivity, our support should reflect it, long after the spotlight fades
Ami Colé may be closing, but its legacy, a clean beauty ethos rooted in culture, empathy, and design, is just getting wound up. As Diarrha said, “My work isn’t done.” The question is: will the industry keep walking with her mission, or let it fade as another beautiful promise gone too soon?
