Ami Colé Founder Diarrha N’Diaye Named Skims Beauty EVP

Just months after closing the doors to Ami Colé, founder Diarrha N’Diaye has been named executive vice president of beauty and fragrance at Skims Beauty, the beauty arm of Kim Kardashian’s fashion empire.

On paper, it’s a major win. N’Diaye is a respected builder, a product mind, and a storyteller who earned trust for her skin-first formulations and intentional storytelling centered on deeper skin tones. Ami Colé wasn’t just another clean beauty brand, it was a cultural signal.

The brand made headlines in September when N’Diaye announced it would wind down operations.While investment pressure pushed her to close doors, she didn’t frame it as failure.

“We were a brand rooted in purpose, storytelling, and the bold celebration of who we are,” she said at the time. “Let’s not forget bomb ass products!”

That context matters now.

Before Ami Colé, N’Diaye sharpened her skill set at working in product development and innovation at Glossier and in marketing and strategy L’Oréal. She understands how global beauty machines work. More importantly, she understands where they fall short. She brings that experience to her new role overseeing product development and brand strategy for Skims Beauty and SKKN by Kim.

“My job is to figure out how we create this second-skin experience for the customer and bridge the gap from clothing to makeup, hair, and fragrance,” N’Diaye said in a statement.

Skims CEO Jens Grede praised her appointment, citing her community-forward approach. “Her entrepreneurial background and ability to identify untapped customer needs will be instrumental in driving the business forward,” said Grede in a statement.

And while that language sounds familiar, the position is notable with executive authority over product and brand direction.

Which brings us to the real question.

Is this a sign that Kardashian is actually supporting Black beauty? Or is this another example of Black cultural labor being brought in to legitimize a brand already facing criticism?

Kardashian’s beauty ventures have long been called to task for uncredited inspiration, appropriation, and proximity without accountability. From naming controversies to aesthetics pulled from Black beauty culture, the critiques have been consistent, even as the brands continue to scale.

So N’Diaye’s appointment lands with weight.

Because when a Black woman with cultural credibility is placed at the executive level, it raises expectations. This move will be judged not by press statements, but by product decisions, shade ranges, campaign casting, supply chains, and who ultimately benefits from the value created.

If N’Diaye is empowered to lead, not just execute, this could represent a real shift. Not charity. Not “diversity.” But redistribution of influence in an industry that rarely hands over the keys.

If not, it risks becoming another case where Black excellence is used to soften critique without changing the underlying structure.

So yes, this could be a meaningful next chapter for Diarrha N’Diaye.

The question is whether it’s also a turning point for Kim Kardashian’s beauty empire or simply another moment where Black beauty builds the house without owning it.

We’ll be watching.