California-based private equity firm West Lane Capital Partners acquired its third beauty brand this year, the Beauty Bakerie Cosmetic Brand, after founder Cashmere Nicole took to social media in April to announce the shutdown of the business.WHO: Founded by Cashmere Nicole in 2019 and tapping into the desires of a largely millennial demographic, Beauty Bakerie gained a strong online following by engaging a like-minded tribe with a sweet tooth for makeup. A digitally native brand, they garnered a massive Instagram following of over a million users not just by enhancing the customer experience and prioritizing engagement, but more importantly, by doing so with positive messaging and altruistic donations to social causes their customers care most about. Beauty Bakerie disrupted the industry with high-quality and worry-free formulas based on the proposition of being “Better not Bitter.”West Lane Capital Partners, based in Los Angeles, CA, is a private investment firm that partners with entrepreneurs and management teams to invest in lower middle-market companies. In addition to providing capital, West Lane are actively engaged partners across the strategy, operations, and finance functions within its portfolio businesses.WHY: As part of the deal, West Lane will bring its strong industry relationships and knowledge to support the continued growth and distribution of the Beauty Bakerie brand, bringing new product innovation to the brand. West Lane has built a large and diverse beauty and wellness platform through numerous acquisitions in the industry and continues to grow its portfolio of companies in this space.