On a mission to find products that allow users to perfectly create a bare-faced look – otherwise known as ‘no-makeup makeup’ – Diarrha N’Diaye-Mbaye took matters into her own hands, by launching beauty brand Ami Colé.
As a previous employee of beauty giants Glossier and L’Oréal, Diarrha has extensive knowledge of the cosmetics industry, yet she was frustrated that BIPOC consumers were unable to find products that allowed them to create bare faced makeup looks.
“I wanted to have a five-minute makeup look. Everything on the market either didn’t have my complexion or shade, or [was] not as thoughtful in terms of undertones,” Diarrha told The Fast Company.
Finding the perfect product range
To curate a perfect product range, the Senegalese American creator polled more than 400 people to discover what they wanted from their cosmetic products, as well as turning to the community of Harlem for inspiration. The results led her to her first set of products, including a highlighter, flexible skin tint in six shades specifically designed for melanin-rich consumers, and a conditioning lip oil – a sell-out product.
What’s more, Ami Colé is cruelty-free, vegan and affordable – with products starting from $20. Diarrha has ensured that only natural ingredients are used, including camellia seed oil and baobab tree extract.
Now, over a year after Ami Colé’s first launch, Diarrha has introduced new products, including mascara, loose powder and concealers, and plans to further expand her product range.