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Private Equity Firm West Lane Capital Partners Acquires Mented Cosmetics



West Lane Capital Partners, a private equity firm, has recently expanded its beauty portfolio by acquiring Mented Cosmetics. Although the terms of the deal remain undisclosed, this acquisition marks West Lane’s second beauty transaction this year1.

Mented Cosmetics, a Black-woman-owned beauty brand, will now join West Lane’s portfolio company, Blooming Brands. Blooming Brands already houses other beauty brands such as Blossom, By Blossom, and Blue Cross Nail Care, along with Simply Organic and Body Spa. The addition of Mented Cosmetics further strengthens West Lane’s foothold in the beauty industry, where it has already made over $250 million in capital investments across various sectors.


Why Mented?

KJ Miller, co-founder of Mented, expressed confidence in West Lane as a partner. She cited their extensive knowledge of the beauty industry and their admirable team as key factors in the decision. Mented, known for its success in the competitive color cosmetics space and its strong social media presence, will benefit from West Lane’s infrastructure to take its brand to the next level.



Relaunch and Future Plans

Blooming Brands’ immediate focus is getting Mented back up and running. Earlier this year, Mented temporarily stopped selling through its website due to inventory shortages. However, the brand plans to relaunch this summer and resume e-commerce orders. Michael Wentz, VP at West Lane, emphasized the importance of regaining customer trust and ensuring product availability. KJ Miller will guide Mented through this relaunch, after which she intends to focus on teaching and content creation, leveraging her active presence on TikTok and Instagram.


While Mented is currently available at retailers like Ulta Beauty, Target, CVS, and Walgreens, the brand will concentrate on its direct-to-consumer channel in the near term. Retail distribution can be challenging for upstart brands, but with West Lane’s support, Mented aims to thrive in the beauty market.




Writer: @leahgordone — Image: mented — follow more at Black Girl News @itsblackgirlnews

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