West Lane Capital Partners Acquires Beauty Bakerie

West Lane Capital Partners has acquired Beauty Bakerie. Terms of the transaction were not disclosed.

West Lane will leverage its industry relationships and knowledge to support the continued growth and distribution of the Beauty Bakerie brand, as well as build new innovative products.

This acquisition follows the acquisition of two businesses in April 2024, including independent brands Mented and Seven hair care products that are helping to usher in a new era of inclusive beauty.

Nick Sternberg, Managing Partner of West Lane, said: "We are excited to add the Beauty Bakerie brand to the West Lane Beauty and Wellness business platform and we look forward to continuing to offer clean, premium and innovative products under the Beauty Bakerie brand. The brand is a great fit with our portfolio and we see significant synergies between Beauty Bakerie and the West Lane family of brands."

Founder Cashmere Nicole added: "Becoming part of the West Lane Group is an ideal strategic decision for Beauty Bakerie, providing tremendous benefits and growth opportunities for our brand. Over the past decade, we have established ourselves at the intersection of beauty, culture and change, and we are eager for this legacy to continue within the West Lane Group and bring even more value to our loyal customers."