Ami Colé’s closure hit the beauty community hard. Founder, Diarrha N’Diaye-Mbaye, hadn’t just created an inclusive and culturally relevant makeup brand—she’d fostered a loyal community. When the news broke that the brand would be closing in September due to financial unsustainability, many fans, including myself, felt the impact. From its iconic lip oils to the melanin-friendly multi-sticks and beautiful campaigns filmed in Senegal, Ami Colé made space for everyone. Now, N’Diaye-Mbaye plans to do the same for SKIMS.
A recent press release from Kim Kardashian’s apparel brand has named N’Diaye-Mbaye as the executive vice president of beauty and fragrance. “I want SKIMS Beauty to be a place where everyone feels represented, and there was no better person to help us do that than Diarrha,” says Kim Kardashian. In her new role, she’ll oversee product development and brand strategy for SKIMS Beauty, an extension of the already-established SKIMS fashion brand. The announcement follows several teasers for Kardashian’s upcoming beauty launch.
In March, the mogul bought back her skin-care brand, SKKN by Kim, from Coty—hinting that beauty was officially back on the table, and not just in the form of a face-slimming strap. Since then, she’s been dropping hints about what’s next. During a recent appearance on the Call Her Daddy podcast, she confirmed that her new beauty brand will include her signature lip liners, along with fragrance and makeup collections.
With N’Diaye-Mbaye at the helm, there’s no doubt that the SKIMS Beauty brand will be one to watch. According to the press release, N’Diaye will further her work blending inclusivity with innovation. “SKIMS is for everybody and now we’re trying to create beauty for everybody,” says N’Diaye-Mbaye.
This time around, fans can expect something different. According to N’Diaye-Mbaye, Kardashian’s vision for beauty is crystal-clear: “offering makeup classics and excitement about beauty rituals while also simplifying it and focusing on skin from head to toe.” Starting November 3rd, she aims to create a second-skin experience for the customer and bridge the gap from clothing to makeup, hair and fragrance.
N’Diaye-Mbaye’s résumé is as strong as her vision. Before founding Ami Colé, she’d worked across the industry, brand building, product development, and marketing for major beauty brands including Glossier, L’Oréal Paris and Rebecca Minkoff. Her talent wasn’t lost on Kardashian.
As she re-enters the beauty space, part KKW Beauty and part SKIMS, Kardashian is confident in the appointment. “She [N’Diaye-Mbaye] has an incomparable talent at marrying the emotional and tactical sides of beauty and her instincts and experience for innovation and authenticity will power our brand,” says Kardashian.
