!['Mented is a very strong addition to the West Lane platform of beauty and wellness businesses, and we are excited to work with [co-founder] KJ [Miller] and the team to continue providing high quality products to Mented's loyal customer base,' said Michael Wentz, a vice president at West Lane.](https://img.gcimagazine.com/files/base/allured/all/image/2024/04/370162342_682917563865368_4553016856103776370_n.66268d872fb63.png?auto=format%2Ccompress&q=70&rect=0%2C0%2C1080%2C1080&w=700)
Mented, an indie brand that helped usher in a new era of inclusive beauty, has been acquired by West Lane Capital Partners LLC. Terms of the transaction were not disclosed.
West Lane Capital Partners also recently acquired the Seven hair care brand from Proctor Lane Investments.
West Lane's acquisition will support distribution and new product innovation, according to the firm.
"Mented is a very strong addition to the West Lane platform of beauty and wellness businesses, and we are excited to work with [co-founder] KJ [Miller] and the team to continue providing high quality products to Mented's loyal customer base," said Michael Wentz, a vice president at West Lane. "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."
Miller added, "Joining the West Lane portfolio is the right strategic move for Mented and will provide numerous growth opportunities for the brand. West Lane's resources in the beauty and wellness space will provide tremendous benefits for the business from both an operational as well as growth perspective. 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."
