West Lane Capital Partners

Mented Cosmetics, Inc. is a luxury beauty brand founded in 2017 and based in New York, New York. The company specializes in cosmetics products, including lip shades, lip gloss, nail polish, and accessories, with a strong emphasis on catering to women of color. Mented Cosmetics aims to provide a range of cruelty-free and vegan makeup that is non-toxic and specifically formulated to match the diverse skin tones of Black and Brown women. By offering nude lipsticks and nail polish shades designed for this demographic, the company seeks to ensure that all women can find beauty products that resonate with their identities, promoting inclusivity in the beauty industry. Mented Cosmetics sells its products exclusively online, making it accessible to a broader audience.

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.

Non-Foods Marketing, Inc. is a Westbury, New York-based company that specializes in the importation and distribution of general merchandise for a variety of retail sectors, including supermarket chains, drug stores, hardware stores, convenience stores, and independent retailers. Founded in 1983, the company operates a showroom showcasing a diverse range of products, including seasonal items, housewares, toys, pet supplies, candy, specialty foods, and licensed products. Additionally, Non-Foods Marketing manufactures and sells housewares and toys under its Living Concepts brand. The company also functions as a national buying service, offering its clients a suite of services designed to enhance operational efficiency and sales, such as prepaid freight, centralized billing, and support for trade shows and accounting. By fostering strong connections between customers and vendors, Non-Foods Marketing aims to implement new programs that effectively increase sales margins for its retail partners.

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