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Mented Cosmetics

Mented Cosmetics was acquired by LA-based firm West Lane Capital Partners.
2017
New York, United States

www.mentedcosmetics.com

Make-upSkincareVenture Capital Firm
  • Make-up
  • Skincare
  • Venture Capital Firm
Innovation
Investment Funding
About
Products
Future Plan
Awards and Recognitions
M&A and Collabs
News

Innovation

Industry Problem

Women with deeper skin tones have historically had limited nude lip, complexion and color-cosmetics shades designed for them

R&D Focus

Inclusive shade development, undertone matching and color cosmetics for women of color

Innovative Solution

Builds nude and complexion ranges starting from deeper skin tones rather than extending a light-skin baseline

Solution Effectiveness

Retail traction and consumer reviews support product-market fit

Investment Funding

Startup Stage

Acquired

About

Mented Cosmetics was acquired by LA-based firm West Lane Capital Partners.

Products

Product

Semi-Matte Lipstick, foundation, blush and other inclusive color cosmetics; extensive customer reviews are available

Star Product

Semi-Matte Lipstick, the product category that established the brand’s inclusive nude positioning

Demo Product or Complete Product?

Complete commercial cosmetics line, launched in the late 2010s

Future Plan

Market Expansion

The new owner stated plans to expand distribution and introduce new products

Investment Funding

Future growth is expected through owner financing rather than an announced startup fundraising round

Awards and Recognitions

Media Apperance

Covered by beauty, entrepreneurship and transaction media

M&A and Collabs

Acquisitions

West Lane Capital Partners acquired Mented Cosmetics on April 22, 2024

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