Emma Grede, the powerhouse entrepreneur behind Good American and SKIMS, has found herself at the center of an online debate following remarks made during her book tour for “Start With Yourself.” The controversy stems from her past decision not to invest in Ami Colé, a beauty brand founded by Diarrha N’Diaye, whom Grede later hired to lead SKIMS Beauty.
Passing on Ami Colé: ‘Not Extraordinary Enough’?
During an interview on the “She’s So Lucky” podcast, Grede explained her investment philosophy, stating she only backs first-time founders if she sees something truly “extraordinary” in both the individual and their concept. When it came to Ami Colé, Grede admitted she didn’t perceive that level of exceptionalism. “To me, I didn’t see that. I was like, ‘It’s okay.’ But I was like, ‘It’s gonna come and go.’ That’s how I felt.”
This statement has drawn significant backlash, especially considering Ami Colé’s impressive trajectory. In just four years, the brand evolved from a sketch in a Brooklyn apartment to securing a spot on Sephora shelves, earning five Allure Best of Beauty Awards, and cultivating a fiercely loyal customer base. N’Diaye built this success by focusing on products specifically designed for melanin-rich skin, a crucial move in an industry that historically treated inclusive shade ranges as a trend rather than a necessity.
From Passed-On Investment to SKIMS Leadership
The narrative took a surprising turn when Ami Colé announced its closure in July 2025, a move N’Diaye attributed to investor pressure and a waning enthusiasm for “betting big on inclusivity” from backers who were once eager. Shortly after, in November 2025, SKIMS announced N’Diaye’s appointment as Executive Vice President of beauty and fragrance, a role that places her at the helm of the entire SKIMS beauty division.
The juxtaposition of Grede’s initial assessment of N’Diaye’s brand as merely “okay” with her subsequent decision to entrust her with a major leadership role at SKIMS has left many questioning the underlying message. The internet reacted strongly, with one TikTok user posting, “Yeeeeaaaaaa…idk yall. Burn out is real…but work really hard so they can see you and you can be overlooked for the millionth time.”
Grede Defends Her Decision
Grede addressed the tension directly on the podcast, without offering an apology. She framed the SKIMS role as a “perfect opportunity” for N’Diaye, suggesting that the infrastructure, mentorship, and resources of a $5 billion company would be more beneficial than N’Diaye could achieve as a solo founder. Grede even went as far as to suggest N’Diaye “perhaps lacked the business acumen to start a business,” framing it as something N’Diaye herself might have acknowledged.
Grede’s stance was clear: “The point of being in business is to make money. It isn’t to service the community.” While technically accurate from a business perspective, critics argue that given Grede’s significant influence within Black consumer markets, a more nuanced approach would have been appropriate, especially considering the existing scrutiny faced by Black women founders. This isn’t the first time Grede’s comments have drawn criticism during this tour; her earlier remarks about being a “3-hour mom” also faced backlash for overlooking the financial and systemic barriers many mothers, particularly Black mothers, face.
Diarrha N’Diaye, meanwhile, has spoken measuredly about her transition, highlighting her strengths in “Product, community, storytelling, being able to emotionally connect with someone while not even knowing them.” As she leads product development, innovation, and brand strategy for Skims Beauty, her focus remains on leveraging her unique gifts within this new capacity.
What are your thoughts on Emma Grede’s comments and the situation with Diarrha N’Diaye and Ami Colé? Share your perspective in the comments below!