Diarrha N’Diaye-Mbaye, founding father of makeup brand Ami Colé, is having a full-circle moment. 

After launching Ami Colé in 2021 with the aim of delivering quality cosmetics to those with darker skin tones, N’Diaye-Mbaye has landed her first retail partnership with Sephora — where the founder previously worked as a sales associate during her undergraduate years at Syracuse University. 

N’Diaye-Mbaye went on to finish stints at L’Oréal and Glossier before harnessing her dexterity in product development for her own brand, Ami Colé, which is able to roll out online and at 277 U.S. Sephora doors starting Dec. 30. 

“It’s been each surprising and energizing to see that our thesis was correct: that ladies of color are on the lookout for recent ways to point out up on this planet using makeup, while still looking like themselves, being themselves and seeing themselves represented well beyond the breadth of shades, but makeup style basically,” N’Diaye-Mbaye said. 

Ami Colé launched in May 2021 with three products: a skin tint, lip oil and highlighter. Today, the brand’s portfolio also includes concealer, loose powder, mascara, eyebrow products and even incense and a bucket hat, ranging in price from $19 to $133. 

“When I believe of the brand and our products, I take into consideration how we are able to extend beyond the makeup bag,” said N’Diaye-Mbaye, whose 360-degree approach to brand constructing was informed partially by her own experience growing up in a Harlem, Recent York, hair salon helmed by her mother, Aminata, or Ami for brief. 

“Growing up in Harlem, it was a whole vibe and culture that created our beauty experience — it was the music that was playing on the radio, it was the Apollo Theater two blocks away, it was ‘Moesha’ playing on the TV — all of that’s what made the salon so special,” N’Diaye-Mbaye recalled.

Recent concealer and skin tint shades are within the pipeline for Ami Colé, which is offered online at Thirteen Lune, and whose Lip Treatment Oil — a bestseller — can be available online at Violet Grey and Goop. 

“Each one in all our recent launches is having a moment of its own, some driven by community, others driven by awards, like Allure’s Better of Beauty Awards; it’s been a crazy yr and a half, but we’re just getting began,” N’Diaye-Mbaye said.

While the founder didn’t comment on sales expectations for the brand, industry sources estimate Ami Colé is on target to succeed in $2.5 million in sales by the top of 2022.

“In the following phase of our life, brand identity, affinity and awareness are going to be super vital for us, and Sephora just proves time and time again that they’re the very best contender to assist construct brands and discoverability,” N’Diaye-Mbaye said of why she sought to partner with the retailer. 

Alison Hahn, senior vice chairman of merchandising makeup and fragrance at Sephora echoed this enthusiasm in an email to Beauty Inc, writing, “Diarrha N’Diaye-Mbaye is fearlessly dedicated to changing beauty industry standards, and we admire her commitments to bringing these products to underserved clients.”

Ultimately, N’Diaye-Mbaye has worldwide plans for Ami Colé, eyeing expansions into the U.K. — where the wonder scene has been abuzz as of late — and the continent of Africa in the approaching years.

“My eyes are on the prize: my goal is to get into as many black and brown hands as possible,” N’Diaye-Mbaye said.