In the vibrant streets of Harlem’s Little Senegal, where culture and resilience intertwine, Diarrha N’Diaye-Mbaye’s journey began. Growing up in her mother’s hair braiding salon, Aminata Hair Braiding, she witnessed firsthand the transformative power of self-care. Black women would leave the salon not just styled but radiating confidence—a seed that would later inspire a revolution in the beauty industry.
Filling a Void in the Beauty Market
For years, Diarrha struggled to find makeup products that matched her rich complexion. Despite the efforts of pioneering brands like Fashion Fair and Iman Cosmetics, options for deeply melanated skin remained limited. The game-changer arrived in 2017 when Rihanna’s Fenty Beauty disrupted the market with inclusive shade ranges. Inspired but still unsatisfied, Diarrha envisioned something more: a product line that celebrated and catered exclusively to deeply melanated skin.
In 2018, Diarrha, then 32, began developing Ami Colé, named after her mother. Her goal was simple yet profound: create a breathable skin tint that felt like skin—but better. Launching amidst the challenges of a global pandemic in 2020, Ami Colé quickly carved its niche, winning multiple accolades, including Women’s Wear Daily’s Newcomer of the Year and Glossy’s Disrupter of the Year awards.
Building a Brand Rooted in Authenticity
Before founding Ami Colé, Diarrha honed her skills in the beauty industry. She worked at L’Oréal Paris as a social media strategist and later joined Glossier’s product development team, where she learned to translate customer needs into tangible products. However, a pivotal realization struck her: she couldn’t see herself in the brands she worked for.
“There was a soul missing,” she recalls. “I needed to create something where I literally saw myself.”
Fueled by her vision, Diarrha left Glossier in 2019 to dedicate herself to Ami Colé. She conducted surveys with over 400 women, gathering insights that shaped her brand’s core. Despite initial resistance from manufacturers, she persevered, eventually finding a formulator in Italy who shared her vision.
Overcoming Challenges to Secure Funding
Launching a brand is never easy, and Diarrha’s journey was no exception. The COVID-19 pandemic initially stalled her progress. But in the wake of George Floyd’s tragic death and the ensuing global reckoning with racial injustice, investors began to take notice. In 2020, she secured $1.69 million in funding from angel investors and institutions like Imaginary Ventures and Debut Capital, dedicated to supporting Black, Latino, and Indigenous founders.
A Product Line for Melanated Skin
Today, Ami Colé offers a curated range of products, including a breathable skin tint, a highlighter for a radiant glow, and a nourishing lip oil. Priced between $19 and $32, these products are crafted to enhance the natural beauty of deeply melanated skin.
“All I needed was access,” Diarrha says. “For years, I was made to feel delusional for believing I had something valuable to offer.”
Her perseverance paid off, earning Ami Colé recognition as a trailblazer in beauty. The brand has become a beacon for those who feel unseen by mainstream cosmetics.
Redefining Beauty Standards
Ami Colé is more than a makeup line; it’s a movement. It challenges outdated beauty norms and celebrates the richness of melanated skin. By prioritizing authenticity and inclusivity, Diarrha N’Diaye-Mbaye has redefined what beauty means for countless individuals.
For entrepreneurs and dreamers, Diarrha’s story is a testament to the power of resilience and staying true to one’s vision. Through Ami Colé, she’s not just creating products; she’s building a legacy—one that inspires and empowers future generations to take up space and demand recognition in industries that have long overlooked them.
