Advised on Sale of Company

Consumer & Retail

West Lane Capital Partners

Private equity firm United States of America

Acquired Majority Control of Business Operations

Simply Organic

B2B provider of professional-use haircare products United States of America

Advised Simply Organic Beauty on its recapitalization with West Lane Capital Partners

Capstone Partners (IMAP USA) advised Simply Organic Beauty (Simply Organic or the Company), a leading B2B provider of professional-use haircare products on its majority recapitalization with West Lane Capital Partners LLC (West Lane), in partnership with J.P. Morgan Asset Management’s Private Equity Group.


Founded in 2000 and based in Palm Harbor, Florida, Simply Organic is a leading developer and provider of luxury, professional-only, organic and clean beauty products. The Company has built a dedicated community of professional beauty customers over the last twenty-years through maintaining a strong focus on the health, wellness, success, and continued education of the professional beauty artisan.


Simply Organic’s most recent success in its continually innovative, professional-centric approach to the beauty industry has been the launch of “Holistic Hair Tribe”, its unique P2C (professional-to-consumer) beauty products referral platform. The network enables salons and stylists to sell product from Simply Organic’s broad catalog of specialized luxury and clean beauty products delivered directly to their clients’ homes. This unique platform has activated the Company’s large and passionate base of salon professionals as an extension of its sales force while creating an expansive network of trusted influencers.

Experts who worked on the transaction