Beauty fans panic-buying as viral brand loved by Hailey Bieber closes for good
Ami Colé is set to close after four years in business due to climbing tariffs and marketing costs. Founder Diarrha N'Diaye-Mbaye shook the beauty community when she announced the closure of her business in an article for The Cut.
"After nearly four beautiful soul-stretching years, Ami Colé will close this September. This decision was so hard for me — the business bears my mother's name and, as I built it, my daughter's name, too. But after looking at every option, it became clear that continuing in this current market wasn't sustainable," she wrote.
Diarrha explained that she started the brand off the back of her dream to become a beloved part of their daily routines. Her commitment to create beauty products for all women, especially those with Black and brown skin, saw her become one of 30 Black women to raise over $1 million (£745k) for her start-up.
Ami Colé quickly became a viral success and took home more than 80 awards for their viral lip oils, including a spot on 'Oprah's Favourite Things' list. We were in the makeup bags of Nia Long, Kelly Rowland (full circle — my inspiration), Mindy Kaling, Hailey Bieber, and Martha Stewart," Diarrha wrote.
The Ami Colé Lash-Amplifying Mascara also features in Hailey's Vogue Beauty Edit.
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Diarrha ended her piece by detailing the reason for the brand's closure, writing: "We've got this president, climbing tariffs, and marketing costs that are brutal for small brands like mine. And while my story isn't unique, it still hurts to watch an industry preach inclusivity while remaining so unforgiving.
"I'm proud of what we built — for the women we built it all for — even as I navigate the grief of letting go. To those who felt seen in our mission: Thank you. Thank you for letting me be part of your daily routines."
On TikTok creator said the news marked a "sad day in the beauty community" while another commented: "I was praying for them to expand internationally. We miss out on so many black brands in the UK." A third put: "I'm devastated too. I've bought their products over the years, since launch. The multi stick is incredible, lasts all day AND the stick doesn't run out. Crazy amazing products."
Over on X, fans of the brand shared their heartbreak, with one writing: "Ami Colé is shutting down??? That lip oil is the best in the business," while a second typed: "Dang they have such good products and pricing. One of the few lip oils I like."
One creator on Instagram spent over $100 (£74) buying the final stock from the brand, while another bundled 10 of Ami Cole's Hydrating Lip Treatment - totalling $200 (£149) - into their online basket.
Others shared their recommendations for those wanting to buy something while stocks last. One user wrote: "Still very sad Ami Cole is closing. I've been wearing their foundation for an entire year and it's the only true match for me. Just purchased two cause I need this foundation in my life! Literally my second skin."
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