Beauty Bakerie saved from closure through West Lane Capital acquisition

By Alessandro Carrara | Published: 10-Jul-2024

Beauty Bakerie shuttered in April 2024, with brand founder Cashmere Nicole describing religion as the reason behind the company's closure

Beauty Bakerie, the dessert-themed make-up brand which shut its doors earlier this year, has been sold to West Lane Capital Partners.

The brand will join the private investment firm’s subsidiary Blooming Brands, which manages restaurant businesses including ​​Outback Steakhouse and Bonefish Grill.

Brand founder Cashmere Nicole said the sale of the business, the price of which has not been disclosed, promises to lead Beauty Bakerie through its “next phase of growth”. 

The business will relaunch soon and stock its shopper’s “favourite baked goods”.

“I was comforted to know that the Blooming Brands team is filled with Beauty Bakerie customers and supporters, people who love the brand as much as you,” Nicole wrote in an Instagram post.

“Not only are you in good hands, but loving ones, I’m never too far.

“As a forever baker in heart, I’ll always be here to offer my support and guidance along the way.”

Beauty Bakerie shuttered in April 2024, with Nicole describing religion as the reason behind the company's closure.

“As you know, a few months ago I announced that I was closing Beauty Bakerie to quiet things down in my life and focus on my faith and family,” said Nicole.

“After working tirelessly over the past nine years I was ready for work to catch up to where I was in spirit: at peace.”

However, the brand founder claims she decided to sell the business and bring it back after receiving numerous requests from former shoppers.

“Sometimes selling a brand can be viewed as a betrayal, and not for what it often is: a much-needed refresh and revival,” Nicole added.

The US company was sold via Ulta, Boots and Lookfantastic and was backed by investors including 645 Ventures and Blue Consumer Capital.

Unilever Ventures also led a US$3m seed round of investment in 2017.


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