TSG Consumer Acquires Majority Stake in Iskra Lawrence’s Saltair

Saltair, the body care brand founded by U.S.-based British model and influencer Iskra Lawrence, has a new majority owner in a brand acquisition.

Private equity firm TSG Consumer has signed a definitive agreement to acquire a majority stake in the brand. While financial terms of the transaction were not disclosed, Saltair’s sales are projected to reach approximately $150 million for the full year of 2026. The deal highlights the ongoing financial allure of creator-led beauty businesses, mirroring how other breakout TikTok stars are investing in indie brands like ESW Beauty to drive growth through community-led equity partnerships.

“Body care is one of the most exciting categories in the beauty industry 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 long-standing experience scaling beauty brands to support Saltair’s growth in a way that maintains the quality and ethos consumers have come to expect.”

Following the close of the transaction, Lawrence will transition to the role of chief community advocate, while Prelude Growth Partners will exit its investment in Saltair. The Center, which originally incubated and launched Saltair alongside Lawrence with backing from Prelude, will no longer hold a stake post-acquisition.

“Saltair has grown from a bold idea into one of the most exciting names in body care, and that’s a direct result of Iskra and the team’s vision and execution,” Ben Bennett, founder and CEO of The Center, said in a statement. “We’re glad to see the brand move into this next chapter with a partner who can match that ambition.”

Neda Daneshzadeh, co-founder and managing partner at Prelude, added: “It has been a true privilege to partner with Saltair’s exceptional management team, and to have participated in the tremendous growth and success of this now-iconic brand. We look forward to watching the brand continue to scale under TSG’s ownership.”

Saltair is currently available at major retailers including Target, Ulta Beauty, and Amazon. Its product lineup features bestsellers like the Serum Body Washes, 5% AHA Deodorant Serums, and Nourishing Body Oil—each formulated with active ingredients such as niacinamide, squalane, and glycolic acid, with prices ranging from $12 to $26. The brand has also expanded into hair and body mists. This retail footprint reflects a broader industry trend where retailers are rethinking product placement, similar to why Ulta Beauty is merchandising skincare in the wellness aisle to connect physical care with emotional well-being.

CEO Rachel Shelowitz, who joined the brand in 2025, shared that the ultimate vision is to make Saltair a household name. “Partnering with TSG at this inflection point gives us access to their experience and their resources to really help catapult us into this next stratosphere of growth.”

For Lawrence, her new role is focused on safeguarding and spreading the founding ethos of the brand.

“I started this brand right after the pandemic, having my first child, being postpartum, trying to navigate those feelings of isolation, and trying to figure out how to reconnect with myself after not taking care of myself—and my five-minute shower was my escape. The whole mission of Saltair is to get people to have that moment for themselves,” she said. “Working with TSG, my goal is to be the steward of that, and that’s why taking on this role of chief community advocate felt so fitting for this next phase, because that is where so much of my energy is poured.”

TSG’s current beauty and personal care portfolio also includes prominent brands such as Summer Fridays, Phlur, Waldencast, and Hempz.