West Lane Capital Partners Acquires Majority Stake in Fantasy Files Group

West Lane Capital Partners Acquires Beauty Bakerie

July 10, 2024

Consumer Products

Los Angeles-based private equity firm West Lane Capital Partners has acquired Beauty Bakerie, the cosmetics brand founded by Cashmere Nicole. The deal adds Beauty Bakerie to West Lane’s beauty and wellness platform to support product innovation, distribution expansion and continued brand growth; terms were not disclosed.

West Lane Capital Partners Acquires Mented Cosmetics

April 26, 2024

Consumer Products

West Lane Capital Partners has acquired Mented Cosmetics and will merge the brand into its Blooming Brands platform. Terms were not disclosed; West Lane said it will support Mented's relaunch (planned for summer 2024), distribution and product development while co-founder KJ Miller remains on board in an interim role.

West Lane Capital Partners Acquires SEVEN Haircare

April 3, 2024

Consumer Products

West Lane Capital Partners LLC, a Los Angeles-based private equity firm, has acquired the SEVEN haircare brand from Proctor Lane Investments. SEVEN, based in Seattle, Washington, is a professional hair care line sold to salon professionals and consumers; West Lane said the investment will support product and line expansion and broader growth initiatives.

West Lane Capital Partners Acquires Majority Stake in Non‑Foods Marketing Corp.

February 23, 2023

Consumer Products

West Lane Capital Partners has acquired a majority stake in Non‑Foods Marketing Corp. (NFM), a New York‑based national buying service and developer/marketer of general merchandise sold under the Living Concepts brand. Founder Tony Gusta will remain CEO and retain an ownership stake as West Lane partners with the company to expand its customer, product and distribution channels domestically and internationally.

West Lane Capital and J.P. Morgan PE Acquire Majority Stake in Simply Organic Beauty

September 2, 2021

Consumer Products

West Lane Capital Partners, in partnership with J.P. Morgan Asset Management's Private Equity Group, has acquired a majority interest in International Hair and Beauty Systems LLC d/b/a Simply Organic Beauty in a majority recapitalization. Founder Scott Mitchell remains a significant shareholder and will continue as CEO; the investment will support Simply Organic's growth and expansion of its professional-focused organic beauty platform and P2C referral network.

West Lane Capital Partners Acquires Majority Stake in Non-Foods Marketing Corp

October 21, 2020

Retail

West Lane Capital Partners LLC has acquired a majority stake in Non-Foods Marketing Corp. (NFM), a New York–based national buying service and product developer that sells products under the Living Concepts brand. Founder and CEO Tony Gusta will remain an owner and continue as CEO as West Lane plans to expand NFM's customer, product and vendor base and broaden distribution domestically and internationally; terms were not disclosed.