Podcast Summary: "From Idea to Sephora: How Diarrha N'Diaye-Mbaye Built Ami Colé Into a Cult-Favorite Beauty Brand"
Podcast Information:
- Title: She's So Lucky
- Host/Author: Les Alfred
- Description: She’s So Lucky is a chart-topping weekly podcast dedicated to women who create their own luck against all odds. Host Les Alfred engages in compelling conversations with successful women, exploring their wins, losses, and lessons to inspire listeners to live life on their terms. The podcast covers a diverse range of guests, including entrepreneurs, creatives, and wellness experts, aiming to help women uncover new ways to create their own luck and harness their inherent magic.
- Episode Title: From Idea to Sephora: How Diarrha N'Diaye-Mbaye Built Ami Colé Into a Cult-Favorite Beauty Brand
- Release Date: May 20, 2025
1. Introduction
Les Alfred kicks off the episode by introducing Jada and Jai, the founder and CEO of Ami Colé—a beauty brand that has garnered a cult following and secured a coveted spot on Sephora shelves. Les shares her personal appreciation for Ami Colé products, emphasizing their quality and her admiration for Jada's persistence and determination in the beauty industry.
Notable Quote:
Les (00:01): "I have several Ami Kohlle lip oils in every purse that I own, because it's just that good."
2. Serendipitous Connection and Early Conversations
Les recounts how she and Jada first met by chance at a New York City dinner, highlighting the perfect timing of their encounter despite initial hesitations. Jai, another co-host, mentions having admired Jada from a previous panel discussion, reinforcing the meaningful nature of their meeting.
Notable Quote:
Jai (01:40): "I think the panel was related around motherhood and being a founder, and I think that you were pregnant."
3. Early Life and Influences
Jada delves into her upbringing as a first-generation Senegalese-American in Harlem. Her mother's hair salon served as a hub of community and creativity, fostering Jada's early interest in beauty and self-expression. The salon environment exposed her to various beauty trends and the powerful role of beauty as a language among women.
Notable Quote:
Jada (03:17): "I would watch people reapply their lip glosses and lipsticks. I was so hyper curious about how women use beauty products and beauty as a language." [03:17]
4. Career Path Before Ami Colé
Jada discusses her professional journey in the beauty industry, including roles at Vibe Magazine, l’Oreal, and Glossier. These experiences provided her with invaluable insights into product development, marketing, and the global beauty market, ultimately shaping her vision for Ami Colé.
Notable Quote:
Jada (15:24): "I was in the seedling phase of my entrepreneurial journey, constantly ideating and seeking the right moment to launch my own brand." [15:24]
5. Inspiration and Founding Ami Colé
The discussion shifts to the inception of Ami Colé. In 2014, inspired by her time in the editorial world and her passion for clean, inclusive beauty products, Jada began conceptualizing her brand. A solo trip to Thailand in 2019 served as a pivotal moment for introspection and decision-making, solidifying her commitment to launching Ami Colé.
Notable Quote:
Jada (26:04): "I decided to take the leap and launch Ami Colé after realizing the unique gap in the market for clean, inclusive beauty products tailored to women of color." [26:04]
6. Building the Brand
Jada outlines the foundational steps in creating Ami Colé, emphasizing the importance of understanding her target audience through extensive research and community engagement. She highlights the strategic selection of initial products—skin tint, lip treatment oil, and highlighter—that align with her brand's ethos of simplicity, effectiveness, and inclusivity.
Notable Quote:
Jada (36:56): "We launched with three curated products that were fuss-free and catered to the nuanced needs of our community." [36:56]
7. Achieving Sephora Distribution
A significant milestone discussed is Ami Colé's entry into Sephora. Jada shares the challenges she faced during the pitching process, including technical difficulties and initial hesitations from Sephora's team. However, a serendipitous meeting while she was pregnant led to a breakthrough, culminating in Ami Colé securing a spot on Sephora shelves—a moment of immense validation and achievement.
Notable Quote:
Jada (50:14): "Walking into Sephora and seeing Ami Colé on shelves was surreal. It felt like a dream come true." [50:14]
8. Balancing Direct-to-Consumer (D2C) and Retail Channels
Jada discusses the dynamics between her D2C platform and retail partnerships. While D2C offers higher margins and direct customer engagement, retail channels like Sephora provide broader visibility and marketing leverage. She emphasizes the strategic use of platforms like TikTok for brand discovery and the challenges of maintaining brand authenticity amidst scaling.
Notable Quote:
Jada (55:57): "Balancing our D2C and Sephora presence requires a delicate strategy to ensure we maintain our brand's authenticity while expanding our reach." [55:57]
9. Founder’s Focus and Growth Strategy
As Ami Colé grows, Jada reflects on the importance of focusing on high-impact areas. Hiring key personnel like a COO/CFO has allowed her to delegate operational tasks and concentrate on strategic initiatives such as retailer relationships and long-term growth planning. She underscores the necessity of prioritizing actions that drive the business forward.
Notable Quote:
Jada (61:14): "Hiring smart early on was essential. Bringing in a COO/CFO allowed me to focus on what truly drives our business forward." [61:14]
10. The Evolving Role of the Founder
The conversation explores the increasing expectation for founders to be the public face of their brands. Jada acknowledges the challenges of maintaining authenticity and personal boundaries while engaging with customers and stakeholders through various digital platforms. She emphasizes the importance of building trust and connection with consumers in a saturated market.
Notable Quote:
Jada (64:55): "People want to know who is behind the brand—to trust that you're putting your blood, sweat, and tears into something meaningful." [64:55]
11. Conclusion and Future Outlook
Les wraps up the episode by summarizing Jada's journey from a curious child in Harlem to a successful entrepreneur with a beloved beauty brand. Jada shares her optimism for the future, expressing gratitude for her community and outlining her commitment to continuous growth and authenticity.
Notable Quote:
Jada (67:29): "I'm excited to see where the universe takes Ami Colé next. Our journey is evolving, and I'm grateful for every step." [67:29]
Supporting Resources:
- Follow Ami Colé on Instagram: @amicoleAMICOLE
- Ami Colé Website: amicole.com
Key Takeaways:
- Community and Early Influences: Jada's Harlem upbringing and her mother's hair salon played a pivotal role in shaping her passion for beauty and community.
- Strategic Brand Building: Extensive research, community engagement, and a data-centric approach were crucial in developing Ami Colé's product line and brand ethos.
- Overcoming Challenges: Persistent efforts and strategic networking were essential in securing a partnership with Sephora, transforming Ami Colé into a recognized beauty brand.
- Balancing Growth and Authenticity: Managing D2C and retail channels requires a nuanced strategy to maintain brand integrity while expanding reach.
- Founder’s Role: The evolving expectations of founders to be brand ambassadors necessitate a balance between personal authenticity and business responsibilities.
Additional Notes:
- This summary excludes advertisements, intros, outros, and non-content sections to focus solely on the substantive discussion between Les Alfred and Jada N’Diaye-Mbaye.
- Notable quotes are included with speaker attribution and timestamps to highlight key moments in the conversation.