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00:00Hey Essies, welcome back to Makeup Herstory, our series highlighting black women in beauty
00:06who are making history. And today I have the immense pleasure of being here with the founder
00:11of Ami Kolei, Jiara and Jai Mei. Yes, hello Essies, right? I'm saying you're right, all right.
00:17Hey Essies. Hi. Hey girls. What a pleasure to be here and like just watching your journey
00:24and seeing you on camera. We're gonna have a good time today. Oh, thank you so much. Well,
00:29I'm just honored to be here with you as a friend, fan of the brand, and we're just so grateful for
00:36your time today. Thank you. So yes, I would love, yeah, I would love to just get into it. Let's do
00:43it. Yes. So obviously before we get into all things Ami Kolei, I would love for you to kind of walk us
00:51through your career journey leading up to Ami Kolei. Yeah, my career journey. So I did a little
00:59bit of everything. I consider myself a late bloomer because even in college, I was like
01:03last to declare my major. But I always had an appetite for beauty and fashion. So I actually
01:10started like crazy interning in editorial, Teen Vogue. Then I started working at Rebecca Minkoff.
01:16And so a little bit of fashion, made my way to editorial working at Vibe Magazine
01:20before actually like stopping and loving beauty. And I was the girl like during fashion week that
01:27would go backstage and be like stuck like, Oh my God, what are you doing with the hair and the makeup?
01:32So I worked at Tem2, which I think still exists. But they're an airbrush makeup company,
01:38very, very pro artistry led. And then I kind of graduated to L'Oreal, L'Oreal Paris, where I was
01:44working mostly social media marketing when people started to really take it seriously. And then I,
01:50we can talk about this too, but I was like, corporate's not for me. I'm not a corporate baddie.
01:55So I consulted a little bit before joining Glossier and doing product development there,
02:00where I believe we met, you know, way back when. And then I was like in it and I was like running
02:05with the wolves. This was like series D, $82 million in the bank, like the sky was the limit.
02:11And I realized that I had a knack for it. I loved it so much and I was okay with the momentum,
02:19but the products weren't really for us. And I do think that there was still a gap in opportunity to
02:27create a true brand experience that we deserve and love in a modern age and really kind of elevated
02:33that approach to beauty. So Ami Kole, now a part of my career too. The Genesis happened 2019,
02:412020, right before COVID. So I was fully immersed, fully committed, and I have not
02:47looked back since. It's almost been six years. Right. So insane.
02:51It's amazing. No. And I don't think I knew that you had an editorial background,
02:56but it makes so much sense because the brand storytelling is so present. And I feel like
03:01that probably lends to that craft that you were honing originally.
03:05Yes. And I was an English major.
03:07Oh, wow. Okay. So there we go.
03:09Always storytelling.
03:10Yeah, absolutely. Absolutely. Okay. I love that. And so, yes, I remember when Ami Kole was launching
03:16and I was so excited and I was like, this is exactly what the industry needs. And I know everybody
03:22agreed and agrees to this day.
03:24Yes. Oh, thank you.
03:26Yeah, absolutely. And so, take me back to that point. Did you imagine it would grow into what
03:33it's become today? The viral products, the lip oils.
03:36The lip oils.
03:37Now I'm hooked on the lip liner.
03:38The lip liners.
03:39It's always giving.
03:40Yeah.
03:41Oh, thank you.
03:41Like five steps for products. Yeah.
03:42Thank you so much. So, absolutely not. I was like, let me try this thing out. Worst case
03:49scenario, I'll just find another job. Again, I'm a product junkie and you know this too. Like,
03:55I could sit here on this couch and talk about product all day.
03:59Right.
03:59So, I always had a knack and I think selfishly walked into it looking for that solution.
04:05And I am super hyper curious and adventurous. I'm a Sagittarius.
04:09Okay. I'm sorry. I'm an Aries.
04:13You're an Aries.
04:13Oh, we go.
04:14Yes.
04:14Yeah, we go together.
04:14Fire, fire. So, I was just hyper curious talking to people like yourselves and you know,
04:21I will meet you at the party in the bathroom and like look in your makeup bag.
04:24I'm like, I love it.
04:25And I would just fill in these gaps and I realized that the beauty products that I wanted,
04:31someone else wanted too. So, it was very communal.
04:33Mm-hmm.
04:34Um, but very frankly, I, I wasn't thinking past like year one.
04:40Right.
04:40It was, which is a blessing and a curse. I feel like I was constantly just trying to get to the
04:45next nugget. Like, all right, let's get the website up. All right, let's get the products out.
04:49And I think I, I didn't stop and think like, this could be a global beauty brand.
04:54Totally.
04:55Um, so I'm still wrapping my head around it.
04:58Um, but at the core of it is just products that we created together that we love and needed.
05:02Right.
05:03Um, quality, non-toxicity, um, and really being able to provide makeup that celebrates the
05:10truest version of yourself.
05:11Right.
05:12Um, there's something powerful about seeing you in the mirror.
05:15Absolutely.
05:16Um, makeup is so fun and there's definitely spaces for transformation and like the YouTube
05:21culture of it.
05:22Totally.
05:22Um, but I know my girlies are like looking like themselves at brunch and I wanted to be
05:28able to kind of be that makeup that's in her arsenal as a tool, you know?
05:32Absolutely.
05:32And it's about enhancing what's already there, not necessarily hiding it.
05:36Exactly.
05:37Yeah.
05:37And you do that.
05:38Thank you, girl.
05:39And I know you mentioned, you know, being a product lover, junkie, all that.
05:45Curious, especially with you having so many viral products yourself, do you have favorites
05:50from your own brand that you, that you love?
05:53I do.
05:55And honestly, it gets me.
05:58Because it changes and it depends on my season of life now that we're kind of older.
06:05True.
06:06Yeah.
06:06Um, when I launched the brand, I wasn't married and I had any kids.
06:10I was outside and I was obsessed with the highlighter.
06:14I call it the light catching highlighters.
06:15So it's like classic, you're outside and you know us, once we see the sunlight, we're like,
06:21Oh, Hey, I'm activated.
06:22That's me.
06:22Yeah.
06:23Activated, melanin activated.
06:25So me being in Senegal on the beach and outside, you know, the format, the stick, I love that
06:30one.
06:31Um, lip treatment oil had a moment, especially I think that I wasn't drinking enough water.
06:37So I was very dehydrated and it comes to the form of like dry lips for me.
06:41So that was just like my like necessity.
06:43I was like every pocket had one, but now it's the powder.
06:48Okay.
06:49Yeah.
06:49The powder is really bad.
06:51I think after birth, my skin changed and I became more oily and I love a dewy look, but
06:56I also kind of like wanted to control it.
06:58Right.
06:59Um, but it's a format that's like super finely milled, but also has hyaluronic acid in it.
07:04So it like conditions the skin.
07:07Um, it's for us because there's no flashback, you know, the, that crazy flashback that happens
07:11that is so unforgiving on camera.
07:13Right.
07:14Um, so I found myself loving that.
07:15So it's very interesting that I'm like, this really snaps.
07:18Yes, absolutely.
07:20And like you said, I love that there's a product for all the seasons of your life that you've
07:24gone through.
07:25So that's, that's exciting.
07:26It is exciting.
07:27Yes.
07:28So any sneak peeks that you can share about what you're excited about launching?
07:34We've got some, we got some, we're in the kitchen, we're in the kitchen, we're in the
07:37kitchen.
07:38We're ready to eat.
07:40We're ready.
07:41Um, I am very excited.
07:43This is what I can say.
07:44I'm excited about the hybrids that we have.
07:46Like we're really leaning deeper into that, the skincare and interesting formatting.
07:52Um, I think it's interesting.
07:56We still believe in kind of creating classics.
07:59We don't really go like the viral format or, you know, hits.
08:03Yeah.
08:03But there's something to be said about innovating classics.
08:08Like if you look at the portfolio, it's like very sleek packaging, very minimal that could
08:12stand the test of time.
08:14Um, fun fact, my mom, who I named the brand after Ami Kole, um, she could use the same
08:20bar of soap for like 20 years.
08:22Like she's not interested in changing her routine.
08:25Right.
08:25So whenever I think of a product development, I always think like what my mom could use in
08:29her arsenal.
08:30I love that.
08:30But a modern twist that could attract multiple generations.
08:33Um, so I'm thinking about that and formatting and on the go because, you know, we're always
08:39so busy.
08:40I know I am.
08:41Um, if you look at my TikTok, I'm always in the back of a cab applying my makeup because
08:46I don't have time.
08:46So formats, um, modern twists on classics and convenience, a lot more convenience.
08:54Okay.
08:54I love that.
08:54I love all of that.
08:55And I think even though your intention isn't to go viral, it's to create classics, but I
09:00think that is what kind of leads to virality because you're, you're tapping into what people
09:06need and what won't go out of style technically.
09:09So hopefully.
09:10Yeah.
09:10Yeah.
09:10Yes.
09:12Absolutely.
09:12And then, yeah.
09:13So tell me a bit more about your mother being an inspiration and also your Senegalese roots
09:19for the brand as well.
09:21Absolutely.
09:21So I'm first generation Senegalese American, um, born and raised in Harlem, USA, right on
09:26116th street.
09:28And that was my bubble.
09:29My mom was on 125th.
09:31I went to school on 114th and I lived on 116th.
09:34Oh wow.
09:34Yeah.
09:35So that was my world.
09:37And I guess it was like status quo for me to walk, like just grow up and see black women
09:44beautiful.
09:45Yeah.
09:45Um, you know, again, my mom has had a hair salon in Harlem for about 35 years, um, 36
09:51now.
09:52So, you know, sitting on that, that salon floor, hearing Mary J. Blige downstairs and my essence
09:58magazines and jet and Ebony and hype, all the things.
10:02Um, and that was my world.
10:03So, you know, there were so many different things happening.
10:06Like the salon culture is very rich.
10:08We know this.
10:09So there's the conversations that you probably should not be hearing as a child.
10:13Right.
10:13Um, there are women coming of age asking very like pivotal conversations, like transitions
10:20into motherhood, marriage, financial discipline, et cetera.
10:25Right.
10:25But then you also have the B side of my mom in particular, providing job opportunities
10:31for women that straight came straight from Senegal.
10:33I know English, don't have, don't know how to braid and she'll teach you how to braid.
10:38So I think that the matriarch was real, but I saw how selfless she was and her work and
10:44still is.
10:45And her duty always was to create a safe space.
10:48Right.
10:48Um, for those exchanges culturally to happen, um, all through beauty, which is even more
10:54fun.
10:54Like, you know, braiding your hair and, you know, selling things, all the things that's
10:58happening in the salon.
10:59And so when I thought about Amikole and I know community now is like a buzzword, but
11:04it really, really is that.
11:06And I think it makes us different from existing brands where it's all about sharing.
11:10It's all about, if you know, you know, like you've been at brunch, taking out the lip oil
11:14and you get like a, like, girl, you know, um, so I think, you know, when my mom was able
11:20to create, um, physically, I love to do that in like a way that transcends, you know, through
11:27product and hopefully we do it in London.
11:29Hopefully we do it in Ghana, like to be able to lift that, um, sense of community through
11:34product.
11:34Um, and all of the, uh, complexities of it, like being Pan-African, you know, with music
11:41and so forth.
11:42So sky is really the limit, but all of it hinges on what my mom was able to create.
11:46Right.
11:46Absolutely.
11:47That's so beautiful.
11:48And speaking of her salon, is that, do you still go now to this day?
11:53I still go.
11:54I love it.
11:54So my, my sister's now taking over it.
11:56And so it's basically still a family business.
11:59Um, a lot of people still ask for my mom.
12:01They're like, where's Amigo?
12:02I'm like, she is retired and in Senegal living her best life.
12:06I love that for her.
12:07Yes.
12:07But it's still, again, generational, you know, wealth and establishments and it just makes
12:12me so proud.
12:13That's beautiful.
12:14I love it.
12:15Motherhood.
12:15So yes, speaking of motherhood, you are a fabulous mother of two.
12:20Yes.
12:20Yes.
12:21So tell me more about your motherhood journey, balancing your first baby, Amigo Le with two
12:28more babies.
12:29What's that been like for you?
12:31Yes.
12:32Yeah.
12:32Wow.
12:33So loaded question because it's something you don't even understand the gravity until you're
12:39actually in it.
12:40And I was so naive, like starting this company in business.
12:43Um, I'm like, Oh, I have this thing, you know, I'm going to just give birth and come
12:47right back.
12:48And like no mat leave, no nothing.
12:50And I actually, like, it shocked my system.
12:54Wow.
12:54You had no mat leave.
12:55No mat leave.
12:56You worked through it.
12:57Oh, wow.
12:57Yeah.
12:57So I had a relatively easy pregnancy and I underestimated the fourth trimester.
13:05Okay.
13:05Um, where a lot of your healing is happening there.
13:09Like everything literally is like reconstructing.
13:11Right.
13:11And I was just like, go, go, go, go, go.
13:13Yeah.
13:14And I got sick actually.
13:15I woke up one day, my baby was like a month and a half.
13:20And I woke up with Bell's palsy.
13:22Wow.
13:22So if you can imagine like trying to breastfeed and answer emails, and now you have a, you
13:29know, paralyzed face, it was a lot.
13:32But I learned the second time around that it was really important to take care of myself
13:36and that self-care is not selfish.
13:39It really, a lot of that, especially when babies are so small, it's hinged on you being
13:43well.
13:44Totally.
13:44Um, so I've learned so much about myself.
13:47I have stretched myself beyond even imaginable.
13:51Honestly, I can't wait until I'm in the clear.
13:54Cause I think we got like two more years before we're like, um, to really think and actually
14:00be proud of myself too, to be able to have a business that's growing, you know, at the
14:05speed of light and also be able to manage two little humans.
14:08And I think I know now how important it is to have a village, um, and it can be really
14:16hard if you don't.
14:17And so I, unfortunately, my parents had just retired when I had babies.
14:21So, um, it's been like me in a very, very small village, but now I'm learning how to
14:27ask for help and how to say no to certain things and be able to make sure that I'm good.
14:32Um, so I can pour into them and hopefully be an example too.
14:36Right.
14:36Um, so I'm trying to grind as much as I can so I can spend time with them as they grow
14:40up.
14:40Absolutely.
14:41Uh, cause right now it's a lot of like balance is the wrong word.
14:45Um, but interjecting different schedules and just accepting that this is it right now.
14:50Yes.
14:51Um, but it taught me a lot.
14:52Absolutely.
14:53No, it sounds like it.
14:54And we appreciate you sharing that as well, because I feel like a lot of women, black women,
14:59especially we're taught to just keep working, keep grinding, balance it all, push yourself.
15:05Yeah.
15:05Um, black girl magic and I don't want it.
15:08I'm joking.
15:09It can lead to burnout, illness, all these different types of things.
15:15Yeah.
15:15And, you know, sometimes the most powerful thing we can do is rest and pause and slow
15:21down.
15:21So thank you for sharing that.
15:23Of course.
15:24Yeah.
15:24It's like almost so taboo to say that.
15:26And I think that, of course, there's like a balance because I think there's been also
15:30a commercialization of like rest and self care.
15:32Absolutely.
15:33But my mom is such a big inspiration in my life.
15:35Like I remember, all I remember is a salon growing up because she had no mat leave.
15:41I was on her back.
15:42She was braiding until 10 o'clock at night.
15:45Right.
15:45And all these things and in her like great and tenacity and strength.
15:49I'm like, but babe, if you could have had a break, would you not have had a break?
15:54Totally.
15:54Um, so I think that I had to rewire my mind, um, to not think struggle meant success.
16:01Totally.
16:01Um, and understand the power and softness, um, to be able to pay it forward because I
16:07don't want my daughter to work that way or think that way.
16:10Exactly.
16:10Exactly.
16:10No, and that's real.
16:11And yeah.
16:12And we also only know what we've seen.
16:14Yeah.
16:15As examples.
16:16And nothing wrong with what has to be done.
16:20Yes.
16:20But yeah, like you said, if you can take that time, it's okay.
16:24Yeah.
16:24It's needed.
16:25It's so needed.
16:26Yes.
16:26Yeah.
16:27And speaking of that, you know, I'm curious what self-care looks like for you as a mother,
16:33as a business owner.
16:34How do you carve out that time?
16:36Absolutely.
16:37I think that I have learned to, number one, the answer is scheduling.
16:43You have to, like, create these non-negotiable moments, like, nope, husband, you can't come
16:49with me.
16:49The kids, I'm not taking one of them.
16:51Nope.
16:52Um, like, this is absolutely my time.
16:55Now, because, yes, because I had Bell's Palsy, I did a lot of Eastern medicine, like, studying,
17:00like, um, acupuncture, acupressures, and, um, doing that, and really understanding the
17:06power of breath work.
17:08Um, it's so insane how, like, we're, like, so, like, ah, we're not even relaxed.
17:14We're not even breathing properly.
17:15Um, so I think those small ways of finding pockets and moments throughout the day, um,
17:22getting that massage, okay, and what else am I doing?
17:26I'm, like, stretching a little bit more to, like, release that energy.
17:30I do want to get more active.
17:32Again, like, my body's kind of just getting back to pre-post-momhood or whatever.
17:38That's amazing.
17:39But it's a new body.
17:41It's a new machine and a new, uh, you know, tool for me, so I'm trying to figure out pockets
17:45and that, but, and then my best friends will tell you, I don't care how stressed or tired
17:50I am, I'm going to do the skincare.
17:52Yes.
17:52I'm going to be in the bathroom for about 30 minutes.
17:55Yes.
17:55And I'm putting it on.
17:56As you should.
17:56I'm putting it on.
17:57I'm taking it off.
17:58Yes, and that's your knee time.
18:00Yes, that's knee time.
18:02Um, but yeah, so breath work, acupuncture, um, for sure, and I'm getting the massage.
18:07Yes, love all of those.
18:08I'm a big acupuncture girl.
18:10All the things you said aligned.
18:13But yes, I also love that you mentioned breath work and even stretching because I feel like
18:18self-care sometimes can feel like this big mountain or like this big time taker that
18:25not everyone, all of us have the luxury to take.
18:28Sometimes it just boils down to deep breaths, stretch it out and it, it makes a big difference.
18:34It's not that serious.
18:35Yeah, exactly.
18:37Little things you can do throughout the day.
18:39Yeah.
18:39Absolutely.
18:40Okay.
18:41I love it.
18:42I love it.
18:42Me too.
18:43I'm excited.
18:44We get to like see different versions of that too.
18:48Um, I think that's the beauty of the internet.
18:51Sometimes you get to see like how, you know, women are kind of leaning into that.
18:55And I think we were all overstimulated during COVID with the constant information.
19:03And I think people, you're starting to see people get outside a little bit more.
19:06I mean, Khalees is like farming and SZA is trying to open up.
19:10Like I love that the girlies are trying to get back to nature.
19:14Um, and it's so crazy.
19:17And honestly, like sometimes my kids also are a form of self-care because they, they make
19:22you get on the ground and you have to play with them and you remember like the, the kid
19:26in you a little bit.
19:26And I think we think that we grow up and we're not supposed to be kids anymore.
19:29Like it's still in us and we have to protect that magic, um, especially creatives too.
19:34So definitely be a kid sometimes, no, amen to all that.
19:38Keep the inner child alive.
19:39Yes, absolutely.
19:41And speaking of that, what is keeping you inspired these days, especially as an innovator, creative,
19:49what are you drawing your inspiration from?
19:52Honestly, I love to see how people in other industries are winning and creating.
19:58Um, I'm a fascinated by the music industry, like the making of beats and songs and where
20:04it comes from, like, I, again, coming from Vibe Magazine, I remember like being in the
20:08studio with Janae Aiko and like watching her, like put a track down and things like that.
20:14Um, so I always, iconic, literally, um, I always love that.
20:18Um, I'm really, really becoming drawn and attracted to art.
20:23Like, you know, going to a museum and like looking at colors and paintings.
20:27I just watched, um, Forgiveness Exhibition, I believe is the title.
20:32And it was just such a beautiful and like painfully beautiful because you'll be surprised, like
20:37entrepreneurs are artists.
20:40We just kind of have different canvases.
20:42And I think that, um, being a CEO, it sometimes takes you away from the art, which is kind of
20:49like sad.
20:50Like what makes me like light up is like 10% of my job.
20:55Right.
20:55Um, so I think that that, I always try to get back to the world of art.
20:59Um, so I'm actually going to be doing this one at the Whitney Museum that's coming up
21:03very soon, like an exhibition, um, you know, films and taking it a little bit easy and like
21:10going back to like just pure color theory and skin and people will always get me excited.
21:17Like the way, the way that we continue to evolve through communication, through travel is just
21:23like always so inspiring to me.
21:25So I just try to find it, you know, for free, just looking at people or, um, through art form.
21:31I love that.
21:32That makes so much sense.
21:34And my fellow like creators, like I love Donessa Myricks and like all the people that
21:38are winning, like I'm like, yes, um, it's always good to have.
21:43And this is why representation is so important because it fuels your cup and you're not feeling
21:47like solo, like you're just on Mars by yourself.
21:50It's like, there's someone else.
21:52There is success on the other side.
21:54And the days, there are a lot of, there are a lot more tough days than glorious days.
21:59Um, and during those days you get to remember, um, that it's all for something.
22:04So that's always great to see too.
22:06Alameda with purchasing bread, it's just so much going on.
22:09Iconic.
22:09No, seriously.
22:10And it just shows you like, it gives you that motivation to like, okay, I can do this.
22:16They did it.
22:17One day at a time.
22:18One day at a time.
22:19Exactly.
22:20And curious your advice to maybe upcoming entrepreneurs.
22:25What are some big lessons that you've learned along the way?
22:29Always remembering your why.
22:31And it could be as simple as writing it down.
22:33One, now that I'm almost six years into the journey, I am shocked when I go back and I
22:40read my journals because you have to be careful what you wish for, um, be very specific about
22:47what you want it to look like.
22:49Because example, I want to have a makeup brand that's like worldwide.
22:53I think now it's like a successful makeup brand, you know, distributed here in London and like
23:02really writing those things down.
23:03So you'd be surprised like what the universe actually attracts.
23:06So really big on manifestation.
23:09Um, understanding your why also in terms of quote unquote white spaces.
23:12Like you need to be able to stay in your ground.
23:16Um, and that could feel very lonely.
23:18It feels like you're always like kind of defending your dissertation of like why you need to exist.
23:23Totally.
23:24And when people keep asking you why and why over again, sometimes you're like, wait, why
23:28am I doing this?
23:29So if you're not 100% standing in that world, it can be very easy to be swayed.
23:34That's true.
23:35Um, and when you sway, your foundation sways, your audience sways.
23:39So, um, really kind of outlining that and what are you servicing, you know, beyond the
23:45immediate selfish need?
23:47Because a lot of this comes from like personal desire to create something, you know, who are
23:51you servicing and what does success look like?
23:54For me, that was always like me ages 10 to 12, being dark skin wasn't cool.
24:02I'm by myself, like, you know, speaking well off back home, but also speaking English as
24:07soon as I leave the apartment, you know, it's like, I'm in so many different worlds and
24:12I'm so confused and I needed to be able to see that representation and feel like it's
24:17okay.
24:18Yeah.
24:18Um, find your beat, stand in it, be proud.
24:21Um, and it took a lot of learning and unlearning to get that comfort.
24:25Right.
24:25Um, so for me, especially with Ami Kolei, yes, my mom is my next, my North star, but I think
24:30I'm always thinking about the 10 year old version of me, 12 year old version of me and how
24:34I can make sure my daughter who's now one could grow up in a space in the world where,
24:40you know, Ami Kolei is normal.
24:42Yes.
24:42Yeah.
24:42Absolutely.
24:43And you're doing that.
24:44And we're so inspired.
24:46Thank you so much.
24:46Yes.
24:47You're leading the charge and we love to do it.
24:49Honey, one step at a time because it ain't easy.
24:52Yes.
24:52Yeah.
24:52No, absolutely.
24:54And no, we just so appreciate your time today.
24:57Thank you so much for having me.
24:58Again, so inspired and just honored to have this time with you.
25:02So proud of you.
25:02Thank you so much.
25:03I feel truly honored and excited to watch you in this space too.
25:07Oh, thank you.
25:09Yes.
25:09And thanks Essie's for tuning in.
25:11Bye.
25:12We'll see you soon.