About Mented Cosmetics
Mented Cosmetics is a company based in New York (United States) founded in 2016 was acquired by West Lane Capital Partners in April 2024. Mented Cosmetics has raised $9 million across 3 funding rounds from investors including CircleUp, Corazon Capital and iSeed Ventures. Mented Cosmetics offers products and services including Foundation, Lipstick, and Brushes. Mented Cosmetics operates in a competitive market with competitors including MERIT, LIVETINTED, Subtl Beauty, HAUS LABORATORIES and Saie, among others.
- Headquarter New York, United States
- SectorsHealthcare
- Email••••••••
- Website mentedcosmetics.com
- Social LinkedIn X Facebook Instagram YouTube
- Acquired by West Lane Capital Partners (Apr 2024)
- Total Equity Funding$9M (USD)
in 3 rounds
- Latest Funding Round$5M (USD), Series A
Jan 2022
- InvestorsCircleUp
& 5 more
- Acquired byWest Lane Capital Partners
(Apr 2024)
Products & Services of Mented Cosmetics
Mented Cosmetics offers a comprehensive portfolio of products and services, including Foundation, Lipstick, and Brushes.
Provides even coverage for diverse skin tones
Offers pigmented color for lip enhancement
Facilitates precise makeup application
Apps and channels of Mented Cosmetics
its YouTube channel mented cosmetics has 6.77K subscribers and 30 videos.
Videos from Mented Cosmetics
The most watched videos on Mented Cosmetics's YouTube channel, mented cosmetics (6.77K subscribers). Click a video to play it here.
More on mented cosmetics.
Funding Insights of Mented Cosmetics
Mented Cosmetics has successfully raised a total of $9M across 3 strategic funding rounds. The most recent funding activity was a Series A round of $5 million completed in January 2022. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $9M
- Total Rounds 3
- Last Round Series A — $5M
- First Round $1M
(Oct 2017)
- Investors Count 5
All 3 funding rounds of Mented Cosmetics with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jan 2022 | $5M | Series A | – | Corazon Capital | |
| May 2018 | $3M | Seed | – | CircleUp | – |
| Oct 2017 | $1M | Seed | – | iSeed Ventures |
6 investors in total: 6 institutional.
Investors in Mented Cosmetics
Mented Cosmetics has secured backing from 6 investors, including venture fund and institutional investors. Prominent investors backing the company include CircleUp, Corazon Capital and iSeed Ventures.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
- | – | corazoncap.com | - | |
Venture capital firm investing in AI and digital health startups based in San Francisco. | – | iseedvc.com | - | |
Outbound Ventures is focused on investing in millennial and Gen Z consumer brands. | – | outboundventures.com | New York, United States | |
Early-stage investments are directed toward female-founded startups by BBG Ventures. | – | bbgventures.com | New York, United States | |
Equity crowdfunding is facilitated for private consumer product companies. | 2011 | circleup.com | San Francisco, United States | |
Private equity investment and consultation services for middle-market companies in various sectors. | – | westlanecap.com | - |
Investor details for Mented Cosmetics
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
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People of Mented Cosmetics
2 people are tracked at Mented Cosmetics (2 in leadership).
| Name | Role | Group |
|---|---|---|
Nick Sternberg | Managing Partner | Leadership |
Michael Wentz | Vice President | Leadership |
Complete people profiles for Mented Cosmetics
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
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Timeline of Mented Cosmetics
4 dated milestones of Mented Cosmetics across 8 years, from founding to its latest funding, stage changes and deals.
- Founded Mented Cosmetics is founded.
- Funding First funding round of $1.0M.
- Funding Latest funding round, Series A, of $5.0M.
- Exit Acquired by West Lane Capital Partners.
Competitors of Mented Cosmetics
Mented Cosmetics operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as MERIT, LIVETINTED, Subtl Beauty, HAUS LABORATORIES and Saie, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| meritbeauty.com | 2021 | Los Angeles, United States | $20M | – | Eco-friendly beauty products are offered online by MERIT. | |
| livetinted.com | 2017 | Los Angeles, United States | $21.36M | – | Internet-first brand offering apparel and beauty products for women | |
| subtlbeauty.com | 2017 | Pittsburgh, United States | $5.5M | – | Makeup products are sold online with customization options. | |
| hauslabs.com | 2012 | Manhattan Beach, United States | – | – | Private label makeup products are provided in a cruelty-free range. | |
| saiehello.com | 2019 | New York, United States | – | – | Multi-category makeup products are offered by internet-first brand Saie. | |
| kjaerweis.com | 2007 | New York, United States | – | – | Multi-category vegan makeup products are offered online. | |
| deckofscarlet.com | 2017 | Manhattan, United States | – | 69 | Vegan makeup products are offered online by this brand. | |
| katherinecosmetics.com | 2013 | Rancho Santa Fe, United States | $3.26M | 4 | Private label brand of makeup products |
Detailed competitors of Mented Cosmetics
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
Verified entity values are shown only after access is granted.
Web traffic of Mented Cosmetics
The website of Mented Cosmetics (mentedcosmetics.com) receives about 55.1K visits a month.
- Monthly visits55.1K
▲ 118% vs previous month
Websites whose visitors overlap most with Mented Cosmetics. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
sigmabeauty.com | sigmabeauty.com | 100% | – | – | – |
| besamecosmetics.com | 100% | – | #270,221 | View details | |
| trustfundbeauty.com | 98% | – | #9,849,424 | View details | |
| madamglam.com | 98% | 680.7K | #236,686 | View details | |
staticnails.com | staticnails.com | 98% | – | #209,245 | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 15 similar websites and full traffic analytics for Mented Cosmetics
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 15 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Latest news on Mented Cosmetics
Complete news archive for Mented Cosmetics
Full article history, source details, and older brand coverage require an active premium plan.
- Full article archive
- Source and publication date
- Older coverage
- Brand-specific news history
Verified entity values are shown only after access is granted.
Similar companies to Mented Cosmetics
10 companies that operate in the same segment as Mented Cosmetics (Beauty & Skin Care Platforms), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Cosmetics, skincare, haircare, and wellness products are retailed online. | 2012 | Mumbai, Maharashtra, India | USD 103.18 M | USD 1.07 B | 10,990 | |
Beauty and cosmetic products are retailed through an online platform. | 2011 | Mumbai, Maharashtra, India | USD 559.95 M | – | – | |
Subscription-based men's grooming products are provided by Harry's. | 2012 | New York, New York, United States | USD 755.88 M | – | 431 | |
Online brand offering mens grooming products | 2015 | Gurugram, Haryana, India | USD 52.66 M | – | – | |
Hair coloring kits are provided via an internet-first brand. | 2013 | San Francisco, California, United States | USD 248.9 M | – | 247 | |
It offers a platform to schedule & manages appointments for beauty services | 2012 | San Francisco, California, United States | USD 168.82 M | – | – | |
Retailer of perfumes, cosmetics, skincare, and related gift set items | 2012 | Gurugram, Haryana, India | USD 58.54 M | – | – | |
Platform offering multi-category natural beauty care products | 2019 | Mumbai, Maharashtra, India | USD 46.98 M | USD 9.25 M | 94 | |
Online brand offering multi-category natural skin care and makeup products | 2016 | Gurugram, Haryana, India | USD 141.36 M | USD 182.2 M | 864 | |
Multi-category organic grooming products for men are offered online. | 2015 | Gurugram, Haryana, India | USD 10.98 M | USD 13.91 M | 264 |
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Frequently Asked Questions about Mented Cosmetics
Mented Cosmetics was founded in 2016 and raised its 1st funding round 1 year after it was founded.
Mented Cosmetics is headquartered in New York, United States. It is registered at New York, New York, United States.
Mented Cosmetics is a funded company, having raised a total of $9M across 3 funding rounds to date. The company's 1st funding round was a Seed of $1M, raised on Oct 2017.
Mented Cosmetics was founded in 2016 in New York, United States. As an internet-first brand in the cosmetics sector, a variety of products is provided, including lip care, face care, nail care, and accessories such as brushes and bags. Operations focus on direct-to-consumer sales through the domain mentedcosmetics.com, serving customers primarily in the United States.
Mented Cosmetics's top competitors include MERIT, Subtl Beauty and Saie.
Mented Cosmetics offers Foundation, Lipstick, and Brushes.
Mented Cosmetics has 6 investors. Key investors include CircleUp, Corazon Capital, iSeed Ventures, Outbound Ventures, and BBG Ventures.
Yes. Mented Cosmetics was acquired by West Lane Capital Partners in April 2024.