West Lane Capital Partners Resurrects Beauty Bakerie

Three months following the closure of Beauty Bakerie, it has been announced that West Lane Capital Partners has acquired the dessert-themed makeup brand.

Beauty Bakerie founder, Cashmere Nicole shared the exciting news via the brand’s Instagram account, “I am so happy to share that Beauty Bakerie has been acquired by West Lane Capital Partners! The brand will be joining their Blooming Brands portfolio, a West Lane subsidiary. This partnership promises to lead Beauty Bakerie through its next phase of growth and ensure that you all can continue to indulge.” she stated.

Nicole also disclosed that the decision came after numerous requests from fans to sell the business to secure its future. “While navigating the close, I read your messages praying for me and wishing me well, and also requesting that I sell the brand and let it live on,” explained Nicole. “I was surprised to see this. Sometimes selling a brand can be viewed as a betrayal, and not for what it often is: a much-needed refresh and revival.”

Blooming Brands, a subsidiary of West Lane Capital Partners, houses several other beauty brands, including Seven, Mented, Blue Cross, and Blossom. Nicole added, “I was comforted to know that the Blooming Brands team is filled with Beauty Bakerie customers and supporters, people who love the brand as much as you! With their help, the brand will soon relaunch with all of your favorite baked goods.”

Before its closure, Beauty Bakerie had earned numerous beauty awards and attracted a roster of high-profile celebrity fans such as Beyonce and Cardi B. The brand was available in over 2,000 retail stores worldwide and online at platforms like Amazon and lookfantastic.com.

In 2017, the California-based company raised a $3 million seed investment from notable investors including Unilever Ventures, 645 Ventures, former CEO of American Express Kenneth Chenault, and Richelieu Dennis, co-founder of SheaMoisture and founder of the New Voices Fund, among others.