In a surprising turn of events, Ami Colé, a celebrated Black-owned beauty brand, has announced its closure in September 2025, just four years after its launch. Founded by Diarrha N’Diaye-Mbaye, the brand gained significant attention for its inclusive skin-tint shades and for sparking the lip-oil trend, earning a loyal following and critical acclaim.
Despite raising over $3 million in venture capital, making N’Diaye-Mbaye one of the few Black women to achieve such a funding milestone, the brand could not sustain its operations. In an open letter, the founder hinted at challenges in aligning with investors’ expectations for a consumer retail business, pointing to tension with investors as a potential factor in the shutdown.
Ami Colé’s products, sold through major retailers like Sephora, were praised for addressing the needs of Black women who struggled to find suitable shades elsewhere. The brand’s innovative approach and cultural impact made it a standout in the competitive beauty industry.
However, N’Diaye-Mbaye noted that continuing in the current market was unsustainable. While specific financial details remain undisclosed, the closure reflects broader challenges faced by VC-backed startups in balancing growth expectations with market realities.
The beauty community has expressed disappointment over the news, with many reflecting on Ami Colé’s legacy of inclusivity and innovation. Fans and industry observers are now left wondering what could have been done differently to save the beloved brand.
As Ami Colé prepares to wind down, this closure serves as a reminder of the difficulties even well-funded startups face in navigating investor pressures and an unpredictable market. The story of Ami Colé will likely resonate as a cautionary tale for emerging beauty entrepreneurs.
Maria Lourdes
