Ami Colé, founded in 2021 with the aim of catering to the needs of melanin-rich skin, will roll out to 277 U.S. Sephora doors on Dec. 30.
“It’s been both surprising and energizing to see that our thesis was correct: that women of color are looking for new ways to show up in the world using makeup, while still looking like themselves, being themselves and seeing themselves represented well beyond the breadth of shades, but makeup style in general,” N’Diaye-Mbaye said.
“When I think of the brand and our products, I think about how we can extend beyond the makeup bag,” said N’Diaye-Mbaye, whose 360-degree approach to brand building was informed in part by her own experience growing up in a Harlem, New York, hair salon helmed by her mother, Aminata, or Ami for short.
“Each one of our new launches is having a moment of its own, some driven by community, others driven by awards, like Allure’s Best ofAwards; it’s been a crazy year and a half, but we’re just getting started,” N’Diaye-Mbaye said. “In the next phase of our life, brand identity, affinity and awareness are going to be super important for us, and Sephora just proves time and time again that they are the best contender to help build brands and discoverability,” N’Diaye-Mbaye said of why she sought to partner with the retailer.
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