Kim Kardashian Taps Ami Colé Founder Diarrha N’Diaye To Build Skims Beauty
Diarrha N’Diaye, the founder of the now-closed beauty brand Ami Colé, has been appointed Executive Vice President of Beauty and Fragrance at Skims, marking a new chapter in her already remarkable career. In her new role, Diarrha will oversee product development, innovation, and brand strategy as Kim Kardashian’s shapewear and lifestyle empire expands into the beauty space.
Kim and Skims co-founder and CEO Jens Grede recently announced the brand’s formal move into beauty, emphasizing a commitment to inclusivity and authenticity.
“Kim will lead the vision, but we dance so beautifully together,” Diarrha told Cosmopolitan. “I will be working to bring the products to a world where everyone feels they can relate. Fashion can feel aspirational, but for beauty, we also want it to feel accessible.”
From Marketing To Head Of Beauty
A first-generation Senegalese American, Diarrha built her reputation at major brands before launching her own. She previously held roles in marketing and product development at L’Oréal Paris and Glossier before founding Ami Colé in 2021, according to Cosmopolitan.
The clean beauty brand quickly became known for its emphasis on melanin-rich skin tones and minimalist, radiant finishes. It earned widespread praise and numerous industry awards before closing earlier this year.
“No one had the answer to how to scale a diverse, melanin-rich brand,” Diarrha told The Business of Fashion when discussing the decision to shutter Ami Colé.
The hire signals a new era for Skims’ rapidly expanding business. Until now, the multibillion-dollar brand has focused primarily on shapewear, underwear, and loungewear. But as Marie Claire reported, Skims has reacquired the rights to Kardashian’s previous beauty line, SKKN by Kim, from Coty, and folded it into the broader Skims brand portfolio. With Diarrha’s appointment, Skims Beauty appears poised to reimagine the company’s beauty offerings with a stronger focus on inclusivity and innovation.
A Place Where Everyone Feels Represented
“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,” Kim said in a statement shared with Marie Claire. “She 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.”
Diarrha echoed that vision, emphasizing a customer-first approach.
“Skims is for everybody, and now we’re trying to create beauty for everybody,” she said via press release. “I’m excited to bring in best-in-class formulas and a customer-first mentality to Skims Beauty”
Diarrha described her new role as a bridge between fashion and beauty, noting that her goal 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.”
While Skims Beauty has not yet announced a launch date, The Business of Fashion reported that a 2026 debut is likely. With Diarrha leading the creative and strategic direction, industry insiders are watching closely to see how the brand redefines beauty at the intersection of inclusivity, innovation, and cultural relevance.
“The biggest thing about finding what products people need is being a good listener,” Diarrha told Cosmo. “Growing up in my mom’s hair salon in Harlem, which has been there for over 40 years, it was natural. I heard people sharing tips, and I’d find the common denominator and find where the white space is. I’ve always held on to that. Now I’m not sitting in a hair salon. My hair salon is the internet, Reddit, and going to trade shows like CosmoProf. I’m also walking the streets of Brooklyn and seeing what people are wearing and connecting the dots.”
