Why Ami Colé Founder Diarrha N'Diaye-Mbaye Never Quit
Here’s an indisputable fact: Black is beautiful. It always has been and it always will be. No one understands this more than Diarrha N'Diaye-Mbaye. As a little girl growing up in Harlem, New York, the Senegalese-American entrepreneur spent a lot of time in her mother’s hair salon watching the carousel of Black women that would come through the doors of the shop and saw how beauty could be a communal experience.
Ami Colé Powder
As an adult, beauty would continue to occupy a significant portion of her ye’s life. “I worked in places like Temptu, L’Oreal, Glossier,” N’Diaye-Mbaye told xoNecole. But there was still a nagging feeling inside of her of wanting to capture the beauty she was exposed to in her mother’s shop as a child. “You know what? Lemme try this crazy thing,” she said. Enter: Ami Colé.
Ami Colé is the makeup brand N’Diaye-Mbaye founded as an homage to both the Black women she was surrounded by in Harlem and her friends. “I wanted to create something simple that most of my girls were wearing and things that I saw growing up in Harlem,” she said.
Up until this past decade, there’s been a dearth of products and cosmetic lines dedicated specifically to people with darker complexions, with Black women being left with little to no options for skin-matching coverage. With a boom in brands in recent years that have put Black beauty at the front and center of its mission like Range Beauty, The Lip Bar, and of course Rihanna’s Fenty Beauty, suddenly a new dilemma emerged for people like N’Diaye-Mbaye who wanted to launch their own makeup brands. “It was very difficult not only to get access in terms of people answering your emails,” N’Diaye-Mbaye said of her early struggles in trying to get funding from financiers for Ami Colé. “People would say: ‘Well Rihanna has a brand, why would you need another brand?’”
It wasn’t until 2020 following the Black Lives Matter uprisings, when N’Diaye-Mbaye said that investors became “a little bit more sensitive and sensitized to where they sit on the spectrum of equity,” that she was finally able to fully fund her company. N’Diaye-Mbaye officially launched Ami Colé in May 2021. Before launching, N’Diaye-Mbaye said that she surveyed Black women to see what customers wanted from a beauty brand. “By the time we launched, we knew exactly what type of makeup look, makeup style this customer was going for,” she said. “We knew what shades she was using already and the new products she was missing or how to make her makeup routine just more simple.” In addition to their makeup products like the popular lip oil and foundationless base products, Ami Colé offers items like incense and N’Diaye-Mbaye said they’re even hoping to expand to fragrances in the near future. “We're always challenging ourselves to think about Ami Colé as a lifestyle,” she said.
Ami Colé has already brought in $2 million in revenue, proving that there is space for more than just one Black beauty brand to thrive. When I asked N’Diaye-Mbaye if she ever felt like giving up through the arduous process of trying to get her dream off the ground, she said: “My parents are from Senegal and came here with no playbook, no internet, no security. They were able to come here and kind of forge to this new chapter and era of our family and a generation. So, whenever I do feel discouraged – which happens a lot, I'm only human – I think back to what people before me had to do to make sure that I can even have the option or the blessing to even create my own plan. So I never quit.”
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ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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Crystal Renay Is Prioritizing Healing, Her Kids, And Her Coins Amid Divorce
Crystal Renay is reclaiming her time and her identity after dealing with heartbreak. The model was married to Ne-Yo for seven years and they share three young children together. However, after a cheating scandal that resulted in a baby outside of their relationship, Crystal decided to end her marriage to the “So Sick” singer. Now, she is focusing on her bag and her kids. She is co-owner of Johnny’s Chicken and Waffles, launching a lip kit line, and is back on TV starring in the new WE TV reality series Bold & Bougie.
But it wasn’t an easy road, especially with reality TV. From the beginning, Crystal and her castmates bumped heads due to misconceptions and alliances with her ex-husband’s former partner, Monyetta Shaw. However, the mother of three exclusively tells xoNecole that she doesn’t regret her decision to join the show.
Crystal Renay
Photo courtesy
“Honestly, being in that space, we had a– you know, when you're first getting to know people, sometimes it can be smooth, and sometimes it can be rocky,” she says. “In our case, it was a little bit rocky and just getting to know each other, and I like to call it growing pains. And I felt like we had a couple of moments, but all in all, like the experience was really good for me, and I would do it over again.”
Crystal describes herself as “career-oriented” and says she is in her selfish season because she is now prioritizing herself first. But she admits that she is still healing from her divorce. The reality TV star shares some tips for others who may be going through the same thing.
“I would definitely say pray, pray as much as you can. Try to take your emotions out of your reactions to things because it’s always going to be something that you don't like in the situation,” she says. “But we can't move off of emotion because 10 times out of 10, a few months later, you're not going to feel like that. So, I'm a firm believer in not doing things that I will regret later. So I would just say be patient with yourself and stay positive.”
While there may be an opportunity to find love again, that’s not Crystal’s focus at the moment. She is in the rebuilding phase of her life, emphasizing the importance of self-care, personal growth, and finding her own happiness. She has had her share of challenges, including dealing with negative emotions and the public's perception of her, but her priorities involve spending quality time with her children and running lucrative businesses.
“I would definitely say pray, pray as much as you can. Try to take your emotions out of your reactions to things because it’s always going to be something that you don't like in the situation.”
“With my kids, I'm very hands-on. I’m team mother with soccer kids, and they don't really make no goals because they like five years old, but I'm there cheering them on every week,” she jokes. “I want to travel, especially this summer, with my kids and take them somewhere internationally because they're at the age where they can handle a long flight. So, me just spending more time and more new experiences with my kids is my main focus with them and showing them all the love that I could possibly give them.”
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Photo courtesy of Crystal Renay