New on my radar: Ami Colé. This beauty brand caught my eye a few weeks ago on Violet Grey*, first for its clean branding and packaging, followed by the subtly enhancing products – tinted moisturisers*, barely-there highlighter* and non-ashy loose powders in a spectrum of inclusive shades.
Founded by New Yorker Diarrha N’Diaye-Mbaye, it’s a far cry from the matte full coverage and ‘baked’ concealer aesthetic of recent years and sits somewhere between Glossier’s barely-there look and the gentle 90s glamour of Naomi Campbell (or what TikTok calls ‘UK Black Girl Make-up‘.
With product development and marketing driven by the Ami Colé community (N’Diaye-Mbaye grew up immersed in the beauty chat of her mother’s hair salon and previously worked at Glossier, so is well versed in community marketing), the brand has tapped into a consumer who loves the ‘no make-up’ look yet has different skin needs to her less melanin-rich sisters. From Bobbi Brown to Jones Road, via Glossier and Westman Atelier, it’s clear the fetish for low maintenance beauty – and the carefree persona it represents – isn’t going anywhere. As such, Ami Colé has the potential to make ‘no make-up make-up’ for melanated skinimalists massive.
See more here.
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WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Ami Colé
NOTE: Most images are digitally enhanced. Some posts use affiliate links* and PR samples. Please read my privacy and cookies policy here
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