TSG Consumer to acquire majority stake in Saltair

TSG Consumer has agreed to acquire a majority stake in Saltair, the body and personal care brand founded by British model and body positivity advocate Iskra Lawrence.

Financial terms of the deal, including the company's valuation, were not disclosed.

Founded in 2022 alongside Los Angeles-based brand incubator The Center and investor Prelude Growth Partners, Saltair has quickly established itself through a combination of advanced formulations, scent-led products and accessible pricing. 

"We created Saltair to make bodycare feel more elevated, more joyful, and more personal," said Lawrence. "That vision has resonated deeply with our community, and we're so grateful to The Center and Prelude Growth Partners for believing in the brand early and supporting us along the way. I'm excited to see the brand's impressive growth continue under Saltair's leadership team, in partnership with TSG."

The investment comes after a period of significant retail expansion for Saltair, including its UK launch through Space NK in October 2025. The partnership marked the brand's first entry into the British market, giving it both in-store and online distribution in what had become its most requested international market.

Ahead of the launch, Lawrence described the UK debut as a "homecoming". The Space NK partnership also positioned Saltair alongside premium beauty brands while maintaining its accessible price point. Chief executive Rachel Shelowitz said the brand was designed to be widely accessible while continuing to resonate with prestige beauty consumers.

"From day one, this team has built Saltair into one of the most desired names in bodycare - through product quality, real community loyalty, and a brand people genuinely want to be part of,” said Shelowitz.

“I couldn't be prouder of what we've accomplished. Partnering with TSG marks the next chapter: they share our ambition and bring the experience to propel this business to new heights. I'm energised by what lies ahead.”

TSG Consumer, which specialises in investments in consumer brands, will now take majority ownership of a business that has built momentum through its blend of premium positioning, sensorial product development, and mass-market pricing.

The deal marks the next phase of Saltair's growth as it continues its evolution from a US body care start-up into an international personal care brand with an expanding retail footprint.

“Bodycare is one of the most exciting categories in beauty right now, and Saltair stands out for elevating the everyday routine with effective formulations that have driven real consumer demand and loyalty,” said Colin Welch, Managing Director and Head of New York at TSG.

“We’re excited to bring our resources and longstanding experience scaling beauty brands to support Saltair’s growth in a way that maintains the quality and ethos consumers have come to expect.”