Ami Colé will close in September after four years of running, indicating the founding market pressure
Ami Colé, a premium beauty brand, celebrated for inclusive products adapted to black and brown skin, will close the operations in September. Founding Diarrha N’diade-Mbaye confirmed the news in a heartfelt letter on Thursday, July 17, and described the decision as “very difficult ,, but ultimately necessary in today’s not forgiving market.
N’diade-Mbaye, “This decision was very difficult for me-this decision was very difficult for me-” After about four beautiful soul stretching years Ami Colé will close this September, “he wrote. [Aminata ‘Ami’ Colé] And as I did, my daughter’s name. “
“However, after looking at every option, it was understood that it was not sustainable to continue in the current market.”
Struggles in a competitive market
Despite the support of the beauty giant L’Oréal and the shelf area in more than 600 Sephora Store, Ami Colé could not maintain its momentum. The founder showed increasing difficulty in competing with the “deep pockets of corporate brands”.
“In retail stores, a prime shelf area is coming and we could not meet it,” he said. “Our sales have changed while trying to grow.”
Operational false steps and investor expectations
N’diade-Mbaye agreed that some business decisions aimed at feeding growth were backfired. Iz We made operational decisions that made you feel necessary – without knowing how the market would react – such as scaling production to meet the potential demand – he wrote.
He detailed how viral fluctuations in demand lead to sales, but later caused problems. “We would be sold for a week completely because one talked about us, we would be stuck with the inventory we couldn’t move,” he explained.
Investor pressure was added to the tension. “Instead of focusing on the healthy, sustainable future of the company … Some of them seem to have an attitude towards big bets and ‘inclusive betting, as in 2020, my ears,’ I got into a wave of temperament of investors who seem to be big bets for inclusiveness.”
Scratched
Ami Colé was born from the lack of beauty products that appealed to darker skin tones in 2021, born of N’diade-Mbaye’s disappointment. A former Glossier and L’Oréal employee highlighted the business without family wealth or corporate security networks.
The end of a section, but not a duty
While Ami Colé’s journey declined, N’diade-Mbaye clearly stated that he was not completely away from the beauty industry.
“When this episode ends, I didn’t work,” he wrote. “I still believe in beauty – at every level – and I look forward to discovering what the next step is.”
