The beloved beauty brand Ami Colé will officially close this September. Launched in 2021, the brand was created to serve melanin-rich skin. It earned wide acclaim, won major beauty awards, and was even featured in Sephora. But after four years and more than $3 million in funding, its founder, Diarrha N’Diaye-Mbaye, has announced its closure.
While the news is disappointing for many, the story of Ami Colé is one of bold vision, beauty for all, and the challenges of staying independent in today’s retail space.
A Brand That Celebrated Melanin-Rich Skin
Ami Colé launched with a mission that was clear and focused. It created clean, accessible makeup for people with deeper skin tones. Founder Diarrha N’Diaye-Mbaye, inspired by her Senegalese roots and Harlem upbringing, knew the need firsthand. Her products became favorites among stars like Kelly Rowland and Mindy Kaling.
The formulas were minimal, the tones were spot-on, and the vibe was empowering. Ami Colé didn’t follow beauty trends. It created a space for real representation. And in a world full of filters, that honesty made it stand out.
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Why It’s Closing
In a heartfelt essay for The Cut, the founder explained why the brand is shutting down. She said the market was no longer sustainable. Sales were inconsistent. Some weeks brought sell-outs. Others, nothing moved.
She also mentioned rising pressure from investors. Although the brand had loyal customers, it couldn’t always meet fast growth goals. N’Diaye-Mbaye said she often had to respond to investor expectations instead of focusing on the long-term health of the brand.
She wrote, “I rode a temperamental wave of appraising investors some of whom changed their tone on equity and inclusivity.”
A Bigger Shift in the Beauty Industry
Ami Colé launched during a time of renewed focus on racial equity and Black-owned businesses. But in 2025, many of those promises have faded. Venture capital funding for Black founders is at a multi-year low.
Ami Colé is not alone. Many inclusive brands face similar challenges limited resources, high marketing costs, and pressure to compete with giants. Even with Sephora placement and strong community support, smaller brands often find the system stacked against them.
Not the End, Just a New Beginning
Despite closing, Diarrha N’Diaye-Mbaye remains optimistic. She ended her statement with hope. “I still believe in beauty at every level,” she said. “I’m looking forward to discovering what comes next.”
Her words speak for many founders and creatives. The dream doesn’t end when a business closes. It evolves. It grows into something new.
Ami Colé reminded the beauty industry that inclusion is not a trend. It’s a need. The brand created a space for women with deeper skin to feel seen, celebrated, and understood.
Its closure highlights the real challenges of building something meaningful in a system built for scale. But the legacy of Ami Colé goes beyond its products. It lives in every woman who felt proud to wear her shade.
The beauty world may have lost a brand, but it gained a blueprint one that future founders will carry forward.