After enduring pressure from President Trump’s escalating tariffs, the virtual beauty brand that can be found in Oprah and Hailey Bieber’s makeup bags has ended.
Ami Colé is set to close after four years in business due to climbing tariffs and marketing costs. Founder Diarrha N’Diaye-Mbaye shook the beauty community when she announced the closure of her business in an article for The Cut.
Ami Colé will end this September after nearly four beautiful years of soul-stretching. The business bears both my mother’s and, as I built it, my daughter’s names, which made this decision so difficult for me. However, it became clear that staying in this current market wasn’t sustainable after considering every option,” she wrote.
Diarrha explained that her intention was to have the company become a beloved component of their daily lives when she founded it. One of the 30 Black women to raise more than $1 million (£745k) for her start-up was her commitment to creating beauty products for all women, especially those with Black and brown skin.
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Ami Colé quickly won more than 80 awards for her viral lip products, including a spot on “Oprah’s Favourite Things” list. “Diarrha wrote” featured us in the makeup bags of Nia Long, Kelly Rowland, Mindy Kaling, Hailey Bieber, and Martha Stewart (full circle, my inspiration).
The Ami Colé Lash-Amplifying Mascara also features in Hailey’s Vogue Beauty Edit.
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We’ve got this president, rising tariffs, and marketing costs that are brutal for small brands like mine, Diarrha wrote as she closed her piece. Even though my story isn’t unique, it still hurts to watch a sector promote inclusivity while remaining so unforgiving.
Even as I deal with the grief of letting go, I’m proud of what we built for the women for whom we built it all. Thank you to those who saw our mission as real. I appreciate you allowing me to participate in your daily routines.
The news was a “sad day in the beauty community,” according to one creator on TikTok, while another expressed hope for their international expansion. We are a victim of the high volume of black clothing in the UK. Thirdly, “I’m devastated too. Since its launch, I’ve purchased their products over the years. The multi stick is incredible, lasts all day, and doesn’t run out. Amazing products in a “Crazy”
Fans of the brand shared their heartache on X, with one saying, “Ami Colé is shutting down? ” One person wrote, “Dang they have such good products and prices, while that lip oil is the best in the business.” one of my favorite lip oils.
One creator on Instagram spent over $100 (£74) buying the final stock from the brand, while another bundled 10 of Ami Cole’s Hydrating Lip Treatment – totalling $200 (£149) – into their online basket.
Others offered advice for those looking to purchase something while stocks last. Ami Cole is closing, according to one user, who was sad. Their foundation is the only one that truly matches me, despite the fact that I’ve worn it for a year. I just bought two because I absolutely need this foundation! My second skin, literally.
Source: Mirror
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