ENTREPRENEURSHIP

What Everyone’s Missing About Ami Colé Founder Diarrha N'Diaye’s Skims Move

ICYMI, Diarrha Ndiaye, the founder behind the now-shuttered Ami Colé, has just been appointed as the new EVP of beauty and fragrance at Skims (beauty is something Kim Kardashian has been teasing since shutting down her standalone beauty venture SKKN by Kim in summer 2025). If you listened …
Essence Iman·November 6, 2025·2 min read

I’ll be the one to say that we only want people to win in ways that make us feel good. I don’t think Diarrha owes us a “pure” path that makes us comfortable. Let me rip the bandaid by saying that the big feelings we’re having around her EVP appointment are displaced. I literally would not be mad if everyone just let out a scream and said “I hate Kim Kardashian!” How many ways do we have to contort logic before we conclude that’s really what it’s about? That’s what it’s about and it’s actually okay. It’s hard to watch someone we championed align with the opps, even more so in this climate.

I’m alright with feelings, even when I do find them a bit hypocritical. I mean, look. Is Kim likely morally compromised and a little too closely adjacent to the MAGA-tech-oligarch-billionaire pipeline? Lol, duh. They all are. It’s everywhere. Even down to this very platform I’m using to send this newsletter. Mama, let’s research.

Bernard Arnault literally had dinner with Trump while owning Sephora by way of LVMH. But I bet half the people saying they’ll boycott Skims will be first in line for the retailer’s upcoming (not really a sale) sale. Are we equally as uncomfortable with the thousands of people who work for Meta to scrape together their New York City rent every month as we are Diarrha working for Skims to support herself and her family?

A piece of me selfishly and unrealistically wishes our collective outrage were a bit more thorough. I don’t know that I’m particularly fond of Kim either, but it doesn’t cloud my ability to see Diarrha’s move for what it is: a calculated bet on herself, her expertise, and her financial future. My mouth salivates at the thought of that pre-IPO situation for her, man. I truly can’t get over it.

Honestly? Good for her.

The players

4 mentioned
Brand

AS Beauty

Founded2019
HQNew York, New York, United States
Revenue Range$150M+
Brand

SKKN by Kim

Founded2022
Primary CategorySkincare
Brand

SKIMS

FoundedBased on the snippets, founding date is not explicitly stated
Primary CategoryApparel
Retailer

Sephora

Founded1969
HQSan Francisco · Paris
OwnershipLVMH (public)
TypeSpecialty Retail
FormatOmni Channel
Doors~600 US · 2,700+ global
Brands Carried300+
ModelWholesale + Own Brand
Price Points
RxMassMasstigePrestigeLuxuryUltra Luxury
Categories
Skincare
Makeup
Fragrance
Hair
Bath & Body
Top 3 Geographies🇺🇸 🇫🇷 🇨🇦
Community
22.4M 6.8M 2.1M
Recognition
NRF Top 100 Retailers
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