West Lane Capital Partners

Beauty Bakerie Cosmetics Brand, Inc. is a cosmetics manufacturer based in San Diego, California, founded in 2011. The company produces a diverse range of beauty products, including liquid lipsticks, lip care items, setting powders, illuminators, glitter, face oils, eyebrow gels, eyeshadows, and eyeliners. Beauty Bakerie sells its products through an online platform as well as in over 1,000 retail locations worldwide, including major retailers like ULTA, Nordstrom, and Target. The brand has gained significant recognition for its unique aesthetic and product offerings, earning accolades from prestigious publications such as Allure, Cosmopolitan, and Forbes. With a growing social media presence boasting over one million followers, Beauty Bakerie has established itself as a rapidly expanding player in the cosmetics industry. The brand is led by its founder, who is instrumental in shaping its vision and product development. As a subsidiary of Unilever N.V., Beauty Bakerie continues to innovate and engage with its customer base effectively.

Founded in 2017, Mented Cosmetics is a luxury beauty company based in New York. It specializes in cruelty-free and vegan cosmetics, offering a range of nude lipstick shades and nail polishes specifically formulated for women of color.

SEVEN Haircare is a manufacturer of hair care products aimed at both salon professionals and individual consumers in the United States. The company provides a diverse range of offerings, including shampoo, conditioner, serum, and styling kits, all designed to meet various hair needs. SEVEN Haircare emphasizes science-based formulations that are free from sulfates, parabens, and phthalates, ensuring a focus on safety and efficacy. Its product line features collections for repair, color protection, and styling, catering to a wide array of hair types and concerns. Additionally, the company is committed to supporting salon professionals by providing educational classes and resources, enhancing their skills and expertise in the hair care industry.

Simply Organic is a developer and supplier of natural and organic professional salon products, offering a range of luxurious salon services. The company specializes in hair care, including perms, styling, and finishing tools, as well as organic treatments. By focusing on high-quality ingredients, Simply Organic aims to enhance clients' health and wellness while promoting sustainable beauty practices. Their commitment to providing innovative and effective products supports both the beauty industry and the overall quality of life for their customers.

Founded in 1983, Non-Foods Marketing imports and distributes a wide range of general merchandise to supermarket chains, drug stores, hardware stores, convenience stores, and independent retailers. It offers services such as prepaid freight, centralized billing, floor displays, trade shows, and accounting services, aiming to increase sales margins for its clients.

Fantasy Files is a developer, manufacturer and distributor of specialty cosmetic products under the Blossom, Blue Cross and Savina brands.