West Lane Capital acquires Beauty Bakerie after it announces closure

California private equity firm West Lane Capital announced on August 7 that it has acquired the American beauty company Beauty Bakerie Cosmetic Brand. Earlier this year, the brand announced its closure on social media and its website, but the reason for the closure was unclear.

Founded in 2011, Beauty Bakerie offers a range of cosmetics and skincare products that are sold in a wide range of retail stores in the United States and internationally, and directly to consumers through its website.

Brand founder Cashmere Nicole Carrillo said the sale of the business was an "ideal strategic decision" to lead Beauty Bakerie to growth. Terms of the transaction were not disclosed.

She added: "Over the past decade, we have stood at the crossroads of beauty, culture and change, and we are eager for this tradition to continue within the West Lane Group and bring more value to our loyal customers."

As part of the transaction, West Lane will support the continued growth of the Beauty Bakerie brand by expanding distribution and developing new products.

West Lane has built a large and diverse beauty and wellness platform through multiple acquisitions within the industry and continues to expand its portfolio of companies in the field.

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 provide clean, high-quality 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."