Private equity firm West Lane Capital Partners announced on Wednesday it has acquired U.S. firm Beauty Bakerie Cosmetic Brand. Terms of the transaction were not disclosed.
Founded by Cashmere Nicole, Beauty Bakerie is a cosmetic line that offers a collection of playful makeup and skincare products. Its products are sold in numerous retail outlets throughout the U.S. and internationally, as well as direct to consumers through the company website.
“Becoming part of the West Lane portfolio is the ideal strategic decision for Beauty Bakerie, offering significant benefits and growth opportunities for our brand,” said Nicole.
“Over the past decade, we have established ourselves at the crossroads of beauty, culture, and change, and we are eager for this legacy to continue within the West Lane group, bringing even more value to our loyal customers.”
As part of the acquisition deal, West Lane will bring its industry relationships and knowledge to support the continued growth and distribution of the Beauty Bakerie brand, as well as establish new innovative products, according to a press release.
“We are excited to add the Beauty Bakerie brand to the West Lane platform of beauty and wellness businesses, and we look forward to continue providing clean, high quality and innovative products under the Beauty Bakerie brand,” said Nick Sternberg, managing partner of West Lane.
“The brand fits very well into our portfolio and we see significant synergies between Beauty Bakerie and our collection of brands under the West Lane umbrella.”
Based in California, West Lane boasts a diverse beauty and wellness portfolio including the Mented, Simply Organic, and Seven brands.
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