West Lane Capital Partners LLC, a California-based private equity firm, has purchased the Mented Cosmetics brand.
Mented is a cosmetic line with a focus on providing products for women of color. Founded by K.J. Miller, Mented creates clean, vegan, cruelty-free products using natural ingredients. Mented is sold in retail outlets throughout the country as well as direct to consumers through its website. West Lane will bring its industry relationships and knowledge to support the continued distribution of the Mented brand and establish new innovative products to meet consumer demand.
“We see strong synergies with many of our other businesses in the industry and look forward to integrating the Mented business into the West Lane portfolio,” says Michael Wentz, a vice president at West Lane.