Client Profile

Mented Cosmetics, Inc. (“Mented” or the “Company”) is a leading omnichannel beauty brand dedicated to meeting the unique needs of women with deeper skin tones. Offering a comprehensive range of high-quality, vegan, non-toxic, and cruelty-free cosmetic products and accessories, Mented has established itself as a pioneer in inclusive beauty. The Company’s nationally recognized brand is bolstered by a vibrant community that celebrates and promotes diversity in cosmetics.


Since its inception, Mented has experienced strong revenue growth, driven by targeted direct-to-consumer (DTC) marketing, product line expansions, and placements in major retailers. To achieve the Company’s long-term growth objectives, Mented sought a strategic partner to strengthen its capital base and solidify operations after facing liquidity challenges.


SSG was retained to conduct a comprehensive marketing process and solicit offers for the business. Leveraging its significant experience in cosmetics and consumer products, SSG canvassed a wide range of investors, ultimately delivering offers from multiple parties that engaged in a thorough review of the business. The sale to West Lane Capital Partners LLC proved to be the best solution and provides Mented with the necessary resources and strategic support to pursue its growth strategy.