California-based private equity firm West Lane Capital Partners has been actively expanding its beauty portfolio with notable acquisitions in the past few years. Most recently, on July 10, West Lane Capital Partners announced the acquisition of Beauty Bakerie, a dessert-themed makeup brand founded by Cashmere Nicole in 2011. Although the transaction terms were not disclosed, this move aims to breathe new life into the brand with the support of West Lane’s industry knowledge and development capabilities.
The news comes after a blog post on Beauty Bakerie website by the founder Cashmere back in March 2024, titled My taste buds have changed, "First, we've stopped taking orders. If you have order related questions, please contact customer care. To grab the last of your favorite items, please visit our Amazon, Ulta or shop your local Target and CVS stores while supplies last," said Cashmere. She ended the blog post with, "Thank you so much for being a part of this journey. This is an end for sure, but also an evolution..."
Additionally, an Instagram post on July 9th from the Beauty Bakerie account added more context by stating, "As you know, a few months ago, I announced that I was closing Beauty Bakerie to quiet things down in my life and focus on my faith and family. After working tirelessly over the past 9 years I was ready for work to catch up to where I was in spirit: at peace. The past few months of stillness away have been exactly what I needed. What’s been incredible to learn is that my decision never slowed your cravings, nor did it slow the interests of those who’ve sought to acquire the brand. While navigating the close, I read your messages praying for me and wishing me well, and also requesting that I sell the brand and let it live on. I was surprised to see this. Sometimes selling a brand can be viewed as a betrayal, and not for what it often is: a much-needed refresh and revival."
"With that, I am so happy to share that Beauty Bakerie has been acquired by West Lane Capital Partners! The brand will be joining their Blooming Brands portfolio, a West Lane subsidiary. This partnership promises to lead Beauty Bakerie through its next phase of growth and ensure that you all can continue to indulge. I was comforted to know that the Blooming Brands team is filled with Beauty Bakerie customers and supporters, people who love the brand as much as you! With their help, the brand will soon relaunch with all of your favorite baked goods," said Cashmere.
Beauty Bakerie, known for its innovative and aesthetically pleasing product lines sold through major retailers like Ulta, Boots, and Lookfantastic, had recently closed down. Nicole, a breast cancer survivor and advocate for kindness, cited a shift in personal beliefs as her reason for stepping away from the company. The acquisition by West Lane Capital represents the continuation of the brand’s journey under new ownership, with potential new product development on the horizon.
Prior to acquiring Beauty Bakerie, West Lane Capital Partners had also acquired Mented Cosmetics on April 19, 2024. Mented Cosmetics is celebrated for its inclusive range of makeup products that cater to women of all complexions, and this strategic acquisition further solidified West Lane’s investment in diversity within the beauty industry.
Both Beauty Bakerie and Mented Cosmetics have been integrated into West Lane’s growing portfolio company, Blooming Brands, which houses several key beauty brands. This portfolio includes Blossom, By Blossom, Blue Cross Nail Care, and Seven, allowing West Lane to leverage synergies between these brands to enhance their market presence and operational efficiencies.
West Lane Capital's acquisition strategy extends beyond these two brands. From 2022 to 2024, the firm has been methodically constructing a robust portfolio by targeting brands with significant growth potential. The firm’s strategy is characterized by its proactive support for brand development and product innovation, aiming to position each brand for sustained success in the competitive beauty market.
