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I Couldn’t Believe The Hype Around This Beauty Brand - Until I Tried It

I have high standards. I know this about myself. And when it comes to beauty and wellness, I’m simply not willing to sacrifice. But having a list of non-negotiables when it comes to beauty products can make shopping pretty tough. There aren’t many brands that check all my boxes: clean, WOC-owned, affordable, good for melanin-rich skin, and natural looking.

But I was recently introduced to a brand called Ami Colé that claimed to meet all the criteria. Of course, I was skeptical. I had had my heart broken too many times by brands that promised beautiful, natural coverage, but left my skin looking chalky or caked with makeup. Or those that had said they were clean, but were actually full of toxic ingredients. I loved learning tha Ami Colé was started by a Black woman whose goal was to help every woman feel comfortable in their own skin. Plus, all of their products are vegan, cruelty-free, and made without endocrine-disrupting chemicals. So I decided to place an order for a few of their best sellers to give them a try.

First up was the Skin-Enhancing Tint, which promised to “amp up” my natural complexion. Since I don’t like a lot of coverage, this sounded great to me. Available in six shades, the formula is light and hydrating. I loved how it melted into my skin and gave me a totally natural looking glow. Many fans of the product aptly referred to it as “your skin, but better” and I have to say I agree. In addition to looking great, it’s made with baobab seed, hibiscus flower extract, and desert date oil to reduce the appearance of fine lines and protect from environmental stressors. After a busy day, I was impressed by how longwearing it was.

Next was the "Desert Date" Cream Multistick, which can be used on the cheeks and lips for a vibrant pop of color. This blendable stick offers highly pigmented color in four shades made specifically to flatter melanin-rich skin. I ordered it in the “Flame” color. Using a light touch on my cheeks gave me the perfect summer glow, while a heavier hand on my lips created a bold, dramatic lip that got tons of compliments.

Finally came the Lip Treatment Oil. The one that’s been called the “holy grail” and the “Telfar bag of lip gloss.” I had a hard time believing this product could be as amazing as everyone said. But after swiping on the new 5/17 shade, a shimmery rose gold hue, I started to understand what all the fuss was about. It was hydrating with a non-stick shine (I don’t understand how that’s possible, but they did it.). And, as a reviewer on their site said, “it just feels like a velvety soft hug for your lips.” Made with baobab oil, camellia-seed oil, and passion fruit–seed oil, it offered relief for my dry, chapped lips and a beautiful sheer color that lasted hours.

I started as a skeptic, but I’ve quickly become a convert. All of the Ami Colé products I tried have made their way into my daily rotation thanks to their hydrating textures, beautiful shades, and clean formulas. Their minimal-but-melanated approach to beauty has made them my new go-to. Needless to say, Ami Colé lived up to the hype.

Shop their 4th of July sale this week only to get $10 off any order over $50!


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