TSG Consumer acquires majority stake in Saltair
Financial terms were not disclosed, and the deal remains subject to customary closing conditions and regulatory approval.
USA – TSG Consumer, a private equity firm focused on consumer brands, has signed a definitive agreement to acquire a majority stake in Saltair, the Los Angeles-based body care company founded by entrepreneur and model Iskra Lawrence.
The transaction is expected to support Saltair’s next phase of growth across e-commerce, retail distribution and product development, while preserving the brand’s inclusive, community-oriented identity.
Following completion of the transaction, Lawrence will take on the role of Chief Community Advocate.
In this position, she is expected to place greater emphasis on strengthening Saltair’s relationship with its community and consumers, while continuing to support the brand’s broader mission.
Saltair Chief Executive Rachel Shelowitz said the company had developed from an initial concept into one of the most sought-after names in body care through product quality, consumer loyalty and a strong sense of community.
She described TSG’s investment as the beginning of a new chapter for the business, noting that the private equity firm shares Saltair’s ambitions and brings experience that could help accelerate the company’s expansion.
Shelowitz is expected to continue leading the business as Saltair works with TSG on its future growth strategy.
The investment marks a change in ownership for Saltair following its earlier support from The Centre, a beauty accelerator founded by Ben Bennett, and Prelude Growth Partners, a consumer-focused growth equity firm.
Bennett credited Lawrence and the Saltair team with transforming the brand from an ambitious idea into a prominent body care business.
Raymond James acted as Saltair’s exclusive financial adviser in the transaction. Mintz, Levin, Cohn, Ferris, Glovsky, and Popeo P.C. and Polsinelli P.C. served as legal advisers to Saltair, while Ropes & Gray LLP provided legal counsel to TSG.
The announcement did not provide details on the valuation, transaction structure or expected closing date.
TSG Consumer was founded in 1986 and has approximately $14 billion in assets under management.
The firm has investment offices in San Francisco, New York and London and works with consumer companies to develop their brands and respond to changing consumer needs.
Its beauty and personal care investments have included e.l.f. Cosmetics, IT Cosmetics, Kenra Professional, Pureology, Sexy Hair, Smashbox Cosmetics, DUDE Wipes, PHLUR and Summer Fridays. TSG acquired PHLUR in 2025.
Saltair was founded in 2022 and operates in the accessible premium body care segment.
Its offering combines skincare treatments, shower products and fragrances, with distribution spanning both physical retail and digital commerce.
The brand has positioned itself as a masstige body care brand that combines clinically supported skincare ingredients with premium, transportive fragrances at accessible price points.
Its products are designed for consumers across different body shapes, skin tones, genders, ages and backgrounds, reflecting the brand’s founding principle that “every body is welcome here.”
Saltair’s portfolio includes treatment-focused products, shower essentials and fragrances, which are sold through retail and e-commerce channels.
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