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…”
Credit: My Taste Buds Have Changed, Mar 29, 2024, Blog Post on Website 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.” Credit: Instagram @beautybakeriemakeup “With that, I am so happy to share that Beauty Bakerie has been acquired by West Lane Capital Partners!…
Discussion
0 Comments
No comments yet.
Sign in to join the discussion.