End of the road for Ami Colé

The announcement came from its founder, Diarrha N’Diaye, via social media: her brand, launched in 2021 in the United States, is closing down. Specialising in clean and ethnic make-up, Ami Colé had built a loyal fanbase, received positive media coverage, and was distributed in over 600 Sephora stores. It had even completed a fundraising round with participation from L’Oréal less than a year ago. However, its niche positioning led to investor caution, and as an independent brand, it faced challenges in a tough economic environment.