TSG Consumer Acquires Majority Stake in Body Care Brand Saltair

Private equity firm TSG Consumer has acquired a majority stake in Saltair from Prelude Growth Partners-backed beauty incubator The Center, marking another high-profile exit for one of the beauty industry’s premier brand builders.

First reported by Women’s Wear Daily, financial terms of the transaction were not disclosed. The acquisition comes as Saltair enjoys rapid commercial expansion. Launched in 2022 by The Center in partnership with British model Iskra Lawrence, the affordable body care brand is projected to reach approximately $150 million in revenue this year while generating EBITDA margins around 30%, according to Puck News. The sale follows reports last month that The Center had retained investment bank Raymond James to explore options for the business.

Following the deal, neither The Center nor Prelude Growth Partners will retain equity in the brand. Lawrence, who has built a following of over 7 million across social media centered on body positivity advocacy, will transition into the role of chief community advocate.

For TSG, the investment reflects a broader bet on the premiumization of body care as consumers seek skincare-forward formulations that blend clinical efficacy with sensory appeal. TSG believes Saltair’s combination of treatment-led products, elevated fragrance profiles, and accessible pricing uniquely positions it to capture these market tailwinds. The transaction aligns with TSG's strategy of backing founder-led personal care brands with distinct market positioning and strong customer retention, joining a portfolio that includes Summer Fridays, Hempz, Phlur—another alumni of The Center—and Dude Wipes.

“Body care is increasingly being treated with the same level of consideration as facial skincare. Consumers are looking for products that deliver efficacy, but they also want elevated formulations, textures, and scents that make an everyday routine feel special. Saltair sits squarely at the intersection of those trends,” said Colin Welch, managing director and head of New York at TSG Consumer. “Rather than chasing any one trend, we are committed to finding exceptional brands and teams that have built genuine loyalty and have significant room to grow. TSG’s role is to bring resources and experience that can help accelerate the team’s vision without changing the ethos of the brand.”

For Rachel Shelowitz, who joined Saltair as CEO last year following leadership roles at Lawless Beauty, TSG’s track record in scaling consumer brands makes it the ideal partner for the brand’s next growth phase. Backed by new capital, Saltair plans to expand distribution with existing retail partners, enter new channels, and reinforce its community-driven model.

“What excites me about TSG is they know how to take a brand that’s working and give it the infrastructure to scale, without losing what makes it special. That’s the kind of alignment of vision that dreams are made of. Our community tells us what they need, and we build it. That doesn’t change: it just gets bigger,” Shelowitz noted. “We’re building a brand that belongs in every household, and we are thrilled to have a partner who knows how to get us there.”

Saltair’s sale represents the third major exit for The Center and founder Ben Bennett, and the second involving TSG Consumer. In 2025, TSG acquired niche fragrance house Phlur in a deal reportedly valued at $400 million, reinforcing The Center’s strategy of building scalable beauty brands alongside prominent digital creators. Phlur, helmed by creative director and influencer Chriselle Lim, has since become one of Sephora’s fastest-growing prestige fragrance brands. The playbook originated with ingredient-focused brand Naturium, incubated by The Center with influencer Susan Yara and acquired by E.l.f. Beauty for $355 million in 2023.

Positioned between mass availability and prestige formulation, Saltair’s portfolio spans body washes, lotions, body scrubs, oils, hair care, and aluminum-free deodorants featuring active ingredients like niacinamide, squalane, and glycolic acid. Retailing from $12 to $26, the brand pairs elevated fragrance profiles and sleek packaging with accessible price points. Its lineup includes 12 fragrance options, led by fan favorites Santal Bloom, Salt Water Vanilla, and Pink Beach.

Lawrence’s digital footprint and creator-led content focusing on “everything shower” routines and fragrance layering have driven strong performance on social channels. The brand's momentum mirrors a broader trend across social commerce, where TikTok Shop is becoming one of the beauty industry's most critical channels for driving breakout sales. On TikTok, Saltair's storefront has surpassed 152,000 followers and sold nearly 875,000 units, led by top sellers like its Serum Body Washes, 5% AHA Deodorant Serums, and Nourishing Body Oil.

Ahead of the acquisition, The Center bolstered Saltair’s executive team by hiring Shelowitz and former Murad executive Erin Sale as chief marketing officer. The brand also expanded chain-wide into Ulta Beauty, where its body oils are sold exclusively, while expanding nationwide at Target, which now generates the majority of its revenue according to Puck News.

Sale highlighted that Saltair will double down on the channel expansion and creator partnerships that drove its initial growth. “Our focus is simple: continue to do what we do best, and do even more of it,” Sale said. “As we’ve grown, we’ve been intentional about preserving the intimacy and authenticity of those connections. That sense of closeness is one of the reasons people fall in love with Saltair and enthusiastically share it with others.”

The deal reflects a buoyant period for the broader body care sector. According to market research firm Circana, body lotions and body cleansers experienced robust demand as consumers prioritized functional self-care and efficacy. Major CPG conglomerates continue to target high-performing personal care and natural deodorant brands, with recent brand acquisitions of Salt & Stone, Wild, and Dr. Squatch underscoring strong global demand for elevated daily essentials.