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Elle
3 days ago
- Business
- Elle
Ami Colé Wasn't Just Makeup—It Was a Love Letter to Us
As I write this, scrolling through Ami Colé's website feels like a dream for beauty obsessives like me—Black, chronically online, and armed with a wallet awaiting their next purchase. The beloved Lip Oil that earned permanent real estate in every Black girl's bag since launch? Now slashed to half its original price of $20. The dense, malleable Complexion Brush that applies cream and liquid formulas with ease? Marked down, too. The waterproof lip liner that hugged the edges of the Lip Oil's glossy finish. The Foundation Stick with the kind of undertone that melted into your skin in a single swipe. One second, I was adding items to the cart, and the next, my total ballooned. And as I hit 'place order,' the sigh that left my chest wasn't relief—it was grief. The confirmation email landed in my inbox, and it didn't come with the usual rush of excitement. Instead, it sat there like a slight ache. Ami Colé is closing, and with that comes the quiet heartbreak of losing one of the few beauty brands created with Black women in mind—by someone who looked like us, understood our skin, our undertones, our routines, and our struggles. Launched in 2021 by Glossier veteran Diarrha N'Diaye-Mbaye, Ami Colé combines the influences of Harlem and Senegal that shaped N'Diaye-Mbaye's sense of beauty, named after her mother. What began as an Instagram focus group during the nascent stages of building Ami Colé transformed into a full-fledged community championing a brand that delivered results. The products and support spoke for themselves, and as a result, Ami Colé eventually raised over $3 million in funds and secured real estate in more than 600 Sephora stores after launching in the retailer in 2022. Ami Colé's signature tangerine packaging became our version of Tiffany Blue—instantly recognizable, deeply cherished, and proudly displayed on vanities, in makeup bags, and TikTok makeup tutorials. However, Ami Colé's orange signaled something more radical: accessibility, intention, and a sense of belonging. It didn't whisper exclusivity from behind a glass case—it smiled back at you with familiar warmth, saying, You're seen. You're centered. You're home. We weren't fed too-red, barely-deep, or far-too-ashy finishes. In fact, natural, everyday dewiness was the cornerstone on which Ami Colé was built. Excellence was many customers' first love—a deep chocolate tint that was light enough for your lips' natural hue to shine but pigmented enough to offer a subtle brown veil (even better when paired with the Midnight or Cafe Touba lip liners, which arrived years later). Some found a home in the white tube of the satin-finish Skin-Enhancing Tint. I found relief after swiping the former's offshoot, Skin-Enhancing Stick, which connected with my neutral (sort of golden) undertones to reveal a filter-like drydown I hadn't experienced with any other complexion stick. (Read our review here.) Few brands made me feel this considered, this prioritized, this seen. Ami Colé didn't just make good products; it was home for the ridges on our two-toned lips, pining for an everyday glossy (not sticky) finish, or the different textures and tones on our skin just looking for a complexion boost. Or as founder N'Diaye-Mbaye puts it in her farewell op-ed in The Cut, 'Better yet, we were on the shelves of the people whose needs matched what our products offered.' You didn't need to be Black to shop at Ami Colé and understand its messaging, which was abundantly clear: these products are designed to solve the issues that Black consumers had battled for decades. Gone were the days of scathing social media uproar in brands' comments following a lazy complexion launch that left us with three deep shades and numerous light ones. We didn't need to wait for a brand's second-round relaunch after consulting with a Black influencer. Ami Colé got us the first time. A purchase meant more than supporting a Black-founded, Black-marketed brand; it was a signal to beauty's behemoths and corporations that intentional branding, thoughtful research and development, and community building are not insurmountable tasks. The road wasn't easy, but when is it ever for a Black founder? Still, N'Diaye-Mbaye kept the mission afloat even when she was drowning herself. However, even with best-selling SKUs, a legion of Ami Colé devotees, and a laundry list of accolades built in four years, N'Diaye-Mbaye explains that Ami Colé couldn't outrun damning expectations from investors who rallied behind the brand's inclusive messaging when inclusivity and diversity were the buzzwords du jour during the height of George Floyd protests, but ultimately sang a new song under the scope of today's anti-DEI world. '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,' she explains. Soon—September 2025, to be exact—there will be a world in which my Lip Oil will run out, brushes will lose their muscle, and lip liners will be worn to the nub. So yes, I stocked up. But more than that, I'm holding onto the feeling this brand gave me—one of joy, pride, and reflection, because that's the part you can't just reorder. And while we won't be able to restock forever, we can savor what we have now. Below, ELLE editors rounded up a few of their Ami Colé favorites, products that made us feel most like ourselves—and that we'll be using down to the very last drop.
India.com
20-05-2025
- Lifestyle
- India.com
4 Affordable Lip Glosses Under ₹800 That Shine Without the Stickiness
Image Source: Order Now Price: ₹599 (approx.) Key Ingredient: Hyaluronic Acid Finish: Glossy with a subtle tint Best For: Plump-looking, hydrated lips with a natural sheen Maybelline's Lifter Gloss is a fan favorite for good reason. Infused with hyaluronic acid, this gloss doubles as a lip treatment, hydrating and smoothing lips while adding a beautiful shine. The formula is impressively non-sticky, making it comfortable for long wear. Its wide applicator allows for quick, even application, and the sheer tint adds a healthy glow to the lips without overpowering your look. This gloss is especially great for layering—wear it alone for a glossy, natural pout or pair it with a lipstick for added depth. Pros: Hydrating, thanks to hyaluronic acid Smooth, non-sticky texture Enhances natural lip shape with a plumping effect Chic, minimalist packaging Cons: Color payoff is sheer, not suitable if you want bold pigment Wears off with eating or drinking, but fades gracefully 2. Lakme 9to5 Overtime Shine Tinted Lip Oil Gloss with Almond & Jojoba Image Source: Order Now Price: ₹499 (approx.) Key Ingredients: Almond Oil, Jojoba Oil Finish: Glossy oil with soft tint Best For: Nourishing shine and subtle color, ideal for dry lips Lakme's 9to5 Overtime Shine Lip Oil Gloss blends the benefits of a lip treatment and a gloss. Infused with nourishing oils like almond and jojoba, it keeps lips soft and moisturized throughout the day. The gloss has a lightweight, slick texture that feels more like a lip oil than a traditional gloss, making it ideal for those who want care and color in one step. The tint is soft and natural, perfect for daily wear or minimal makeup looks. It also works beautifully as a top layer over matte lipstick to add a dewy finish. Pros: Deeply moisturizing with natural oils Lightweight, oil-based texture Subtle color with a healthy shine Ideal for dry, chapped lips Cons: Lower staying power (2–3 hours) Needs frequent reapplication for shine 3. SUGAR Partner In Shine Transferproof Lip Gloss with Vitamin E Image Source: Order Now Price: ₹799 Key Ingredient: Vitamin E Finish: High-shine, long-lasting gloss Best For: Gloss lovers who want bold shine without constant touch-ups SUGAR's Partner In Shine is a bold step forward for lip gloss innovation. Unlike most glosses, this one is transferproof—yes, truly! It delivers a lacquer-like shine that stays put, even through light meals and drinks. The formula is enriched with Vitamin E to nourish and protect lips, offering both performance and care. Available in a range of shades from nude to berry, it's a great option if you want something more than a sheer gloss but not as heavy as a liquid lipstick. The pigmentation is strong, and the finish looks sleek without feeling sticky. Pros: Transferproof formula Rich color payoff Long-lasting gloss finish Enriched with Vitamin E for added care Cons: Slightly thicker texture than others on this list Requires precise application, especially with darker shades 4. ETUDE Dear Darling Oil Tint Long-Lasting Lip Gloss Image Source: Order Now Price: ₹550 (approx.) Key Ingredients: Fruit Oils, Vitamin Derivatives Finish: Glossy tint with a lightweight oil feel Best For: A long-lasting tint with a juicy, natural shine K-beauty favorite ETUDE offers the Dear Darling Oil Tint as a hybrid between a lip stain and a gloss. The texture is fluid and oil-like, allowing it to glide effortlessly over lips. While the shine fades after a few hours, what remains is a natural-looking stain that lasts throughout the day. This product is perfect for those who love a low-maintenance routine. The tint adjusts slightly with your lip tone, offering a personalized flush of color. The fruity scent and compact packaging make it a favorite among younger users and K-beauty fans. Pros: Leaves behind a natural-looking stain Lightweight oil formula feels barely there Long-wearing tint after gloss fades Affordable and easy to carry Cons: Glossy shine wears off in a few hours Color selection is limited to pinks and corals Lip gloss has come a long way, and these four products prove that you don't need to spend a fortune for shiny, healthy-looking lips. Whether you want the hydrating touch of Lakme's lip oil, the high-impact color of SUGAR's transferproof gloss, the plumping shine of Maybelline's Lifter Gloss, or the lightweight stain of ETUDE's oil tint, there's a perfect gloss under ₹800 waiting for you. Disclaimer: At IDPL, we help you stay up-to-date with the latest trends and products. It should not be construed as an endorsement to buy. IDPL may make a very small commission from its sale if one chooses to buy the product from any of the links in this article.
