In 2019, Senegalese-American beauty expert Diarrha N’Diaye-Mbaye founded Ami Colé– a clean beauty brand celebrating melanin-rich skin. “It’s incredible to observe this baby grow. Most notably, I’m moved by what Ami Colé means to my community,” N’Diaye-Mbaye tells ESSENCE. From their bestselling Tinted Moisturizer to the beloved Lip Treatment Oil, the brand has made their mark. “We’ve increased our footprint partnership with Sephora and are excited to explore international opportunities within the near future,” she says. “I’m most happy with the team that has been constructing this with us.” 

Their latest launch? The clean beauty brand created Lid Joy, a liquid matte eyeshadow for melanin-rich skin. “It’s like jewelry but to your lids,” she says. “I desired to create a watch product that was not only long lasting, lightweight, comfortable, and straightforward to use, [but] a product that was daring, fun and, in fact, wearable on all skin tones.” With 4 shades named after significant cities for the brand– St. Louis, Harlem, Los Angeles, and the founder’s favorite, Bed Stuy– Lid Joy was created to bring a celebratory vibe to consumers, just in time for the vacations. 

And it’s definitely one of the best one-size-fits-all gift to your close friends. “I wanted it to be easy like the remainder of our product offerings,” she says. A combination of daring shades– like sky blue and marigold– and neutral ones– like light and dark brown– got here after countless sampling and brainstorming sessions. In relation to her suggestions for simple application, two to a few dots on the lid is all you would like. Just ensure to quickly mix with their latest, fluffy Color Blend Brush for blissed-out lids. 

As for the formula, N’Diaye-Mbaye landed on a light-weight, matte eyeshadow that’s long lasting and buildable. Key ingredients include soothing Aloe Vera Extract, and eye-nourishing Vitamin E. And, one can’t forget the Senegalese ingredient in all Ami Colé products: Baobab Seed Extract which nourishes and hydrates the skin. This formula not only delivers skincare advantages, but additionally a long-lasting, creaseless finish for all day wear. 

And the essence of joy that this product embodies also appears of their vibrant campaign shot in Senegal. “I desired to shoot in a spot that equally brings me joy, which is Senegal, where my family is from. It’s also where I draw a lot inspiration from for the brand,” N’Diaye-Mbaye adds. The minute-long video captures each “vivid and explosive” shade, encouraging us all to decide on happiness as we join along with family and friends this fall and winter. 

Approaching their three 12 months anniversary, Ami Colé is on their method to the highest of the wonder industry. So, what’s next for them? “We now have quite a lot of newness coming in 2024 including strategic partnership that I’m sure our community might be enthusiastic about,” the founder says. “Every 12 months presents its challenges but I’m excited to step as much as the plate and see how far the brand can really go.”