Women of color cosmetics brand Mented sold to private equity firm

(Source: Mented/Facebook)

West Lane Capital Partners is expanding its beauty business portfolio by acquiring Mented, a cosmetics brand known for its products designed for women of color.

Founded by KJ Miller, Mented also boasts of its clean, vegan, cruelty-free products sold in several retail outlets nationwide and through its e-commerce site.

“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 West Lane VP Michael Wentz.

“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.”

Meanwhile, Miller said the acquisition will provide various growth opportunities for Mented.

“We have been fortunate to have built up a large and engaged customer base and look forward to continuing to provide them with high-quality products to suit their particular needs and skin types,” the brand’s founder said.

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