04.19.24
Mented Cosmetics has been acquired by West Lane Capital Partners.
Terms of the deal were not disclosed.
Mented Cosmetics will be joining West Lane’s portfolio company Blooming Brands, which includes beauty brands Blossom, By Blossom, Blue Cross Nail Care, Simply Organic
and Body Spa.
The transaction marks West Lane’s second in the beauty industry this year. Earlier this month, the private equity firm, based in Los Angeles, announced its purchase of salon haircare brand Seven.
"Mented is a very strong addition to the West Lane platform of beauty and wellness businesses, and we are excited to work with KJ and the team to continue providing high quality products to Mented's loyal customer base," said Michael Wentz, vice president at West Lane. "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."
"Mented is a very strong addition to the West Lane platform of beauty and wellness businesses, and we are excited to work with KJ and the team to continue providing high quality products to Mented's loyal customer base," said Michael Wentz, vice president at West Lane. "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."
Mented Cosmetics was launched in 2017 by co-founders and Harvard Business School alumni KJ Miller and Amanda E. Johnson with nude lipsticks formulated for women of color—a beauty staple that remains the brand’s bestsellers. The brand’s tagline is “Pigment is our Passion.”
Mented reportedly raised $9 million in venture capital funding, including a $5 million series A round in 2022 led by Corazon Capital and CircleUp Growth Partners. The brand remained a DTC for roughly four years before it landed at retail.
Mented Cosmetics is currently sold at Ulta, Target, CVS and Walgreens.