At the heart of today’s beauty revolution stands Diarrha Ndiaye, a visionary executive whose work bridges creativity, culture, and commerce. As Executive Vice President of Skims Beauty & Fragrance, she is leading the brand’s expansion into two of the most influential sectors in lifestyle today,beauty and scent. Her leadership brings together product innovation, cultural storytelling, and inclusive vision, positioning Skims as more than a fashion brand, but a global symbol of self-expression and confidence.
From her early career in brand development to founding her own celebrated beauty label, Diarrha’s journey embodies authenticity and impact. Her work continues to shape the direction of an industry that is learning to celebrate individuality while maintaining high standards of performance and luxury.
From Ami Colé to Skims: A Journey of Purpose and Vision
Before joining Skims, Diarrha Ndiaye made her mark as the Founder and CEO of Ami Colé, an award-winning clean beauty brand built to celebrate melanin-rich skin. Inspired by her Senegalese heritage and her mother’s Harlem beauty supply store, Ami Colé became a cultural movement,one that elevated inclusivity from a marketing buzzword to a brand philosophy.
The brand’s minimalist, “skin-first” products earned acclaim from Vogue, Allure, and Forbes, placing it at the forefront of the clean beauty movement. Diarrha’s approach was refreshingly human, merging transparency, community, and creativity to redefine beauty for women of color. Her leadership at Ami Colé set a new benchmark for how authenticity and excellence can coexist in modern brand storytelling.
Now, as EVP at Skims Beauty & Fragrance, Diarrha brings that same ethos to one of the world’s fastest-growing lifestyle empires. Collaborating with Kim Kardashian and the Skims team, she oversees product development, creative direction, and brand strategy, guiding the brand’s foray into skincare and fragrance. Her vision extends beyond category expansion,it’s about building emotional connection and cultural relevance across every touchpoint.
Beauty is personal, powerful, and deeply human. My mission is to honor that truth
Diarrha’s leadership reflects a profound understanding of the intersection between identity and innovation. At Skims, she is redefining what a modern beauty brand can be,one that champions diversity, promotes wellness, and blends luxury with accessibility. Her ability to connect deeply with audiences comes from years spent shaping brands that speak to both individuality and universality.
Her previous experience at Glossier and L’Oréal provided the foundation for this vision. There, she learned the mechanics of global brand development and the art of community-driven storytelling. These lessons now fuel her approach to scaling Skims Beauty & Fragrance,ensuring that every product and campaign feels authentic, aspirational, and inclusive.
Leading the Future of Beauty with Purpose
Diarrha Ndiaye’s influence reaches beyond her titles. She represents a new generation of executives who see business as a platform for progress. Her leadership balances creativity with strategy, empowering teams to innovate while staying true to shared values.
Through her work, she challenges outdated beauty standards and champions representation at every level of product design and storytelling. By combining entrepreneurial passion with corporate expertise, she is helping define the next era of global beauty,one rooted in empathy, innovation, and excellence.
Her story is not just one of personal achievement, but of industry transformation. From launching a brand that gave voice to underrepresented consumers to shaping a global powerhouse’s creative future, Diarrha’s career reflects a rare blend of artistic intuition and business discipline.
In a world where beauty continues to evolve, Diarrha Ndiaye stands as both architect and advocate,building a more inclusive, intelligent, and inspiring future for all.
