TSG Consumer takes majority stake in body care brand Saltair
What's the deal? Private equity firm TSG ConsumerDealroom has a profile for this one. Try Dealroom → has signed a definitive agreement to acquire a majority stake in Saltair, the body care brand founded in 2022 by entrepreneur and model Iskra Lawrence. Financial terms were not disclosed. The transaction is subject to customary closing conditions and regulatory approval.
What each side brings: Saltair pairs clinically supported skincare actives with fragrances at accessible price points, selling across retail and e-commerce. TSG, founded in 1986, manages roughly $14 billion in assets and has a track record scaling beauty brands including e.l.f. CosmeticsDealroom has a profile for this one. Try Dealroom →, IT CosmeticsDealroom has a profile for this one. Try Dealroom →, and Summer FridaysDealroom has a profile for this one. Try Dealroom →.
What changes: After the deal closes, Lawrence will take on the role of chief community advocate, focusing on the brand's community and consumer connection. The existing management team, led by chief executive officer Rachel Shelowitz, will continue running the business.
Why now? "Body care 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.
What's the endgame? TSG aims to scale the brand while preserving its quality and ethos. "Partnering with TSG marks the next chapter: they share our ambition and bring the experience to propel this business to new heights," Shelowitz said.
The deal marks an exit for earlier backers The Center and Prelude Growth PartnersDealroom has a profile for this one. Try Dealroom →, both of which invested in Saltair in its early stages. Raymond JamesDealroom has a profile for this one. Try Dealroom → served as exclusive financial advisor to Saltair.
The signal: The acquisition reflects private equity's continued appetite for founder-led beauty brands with strong community loyalty, pointing to further consolidation in the fast-growing body care category.
Read more: Associated Press
