Cashmere Nicole sells her Beauty Bakerie business to private equity firm

(Source: Beauty Bakerie/Facebook)

Cashmere Nicole has sold her cosmetic brand Beauty Bakerie to California-based private equity firm West Lane Capital Partners for an undisclosed sum.

Founded in 2011 and headquartered in San Diego, Beauty Bakerie offers clean and vegan-friendly makeup and skincare products. The brand is available at numerous retail outlets throughout the country and internationally, as well as direct to consumers through its website.

As part of the deal, West Lane will bring its strong industry relationships and knowledge to boost the brand’s growth, distribution and new product development.

Nicole said the deal represents an “ideal strategic decision” for her label. 

“Over the past decade, we have established ourselves at the crossroads of beauty, culture, and change, and we are eager for this legacy to continue within the West Lane group, bringing even more value to our loyal customers,” she added.

 “The brand fits very well into our portfolio and we see significant synergies between Beauty Bakerie and our collection of brands under the West Lane umbrella,” remarked Nick Sternberg, managing partner of West Lane.

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