Emma Grede saw potential where others didn't. The successful entrepreneur and SKIMS co-founder invested in Ami Colé, an overlooked skincare brand, then made a bold move. She hired the brand's founder to lead the company forward.
Grede's decision reflects her track record of spotting undervalued beauty businesses with strong fundamentals. Ami Colé operates in the competitive skincare space, where founder-led brands command loyalty and authenticity. By bringing back the original founder, Grede signals confidence in the brand's DNA while leveraging her business acumen and investor network.
This move sits within a larger trend in beauty. Founders returning to lead their companies often unlock growth by reconnecting with brand heritage and consumer trust. The strategy works when investors understand that certain brands thrive under founder stewardship rather than external management.
Grede's investment adds weight to Ami Colé's position in an oversaturated skincare market. Her involvement brings operational expertise, distribution channels, and visibility. The exact terms and product details remain undisclosed, but the structural play is clear. Grede backs founders. She backs brands with conviction. Ami Colé now has both.