TSG stake in Saltair cements skinified body care as growth engine

Private equity firm TSG Consumer is acquiring a majority stake in Saltair, a skinified body care brand. The move signals that demand for skin care-grade body care has reached a scale that attracts major private equity interest, and market data further indicates this demand is unlikely to plateau. 

While neither company has disclosed specific financial terms, industry watchers suggest the deal is significant.

According to Women’s Wear Daily, Saltair is projected to generate around US$150 million in sales this year, with an EBITDA margin of approximately 30%. Based on these figures, industry analysts have estimated the company’s enterprise value could be in the region of US$450 million, placing it at the top end of the market.

The valuation reflects the high level of interest in the body care sector. A 2025 survey from Innova Market Insights found that over half (54.61%) of global consumers look for active ingredients in their body care products, just as they do for their face.

Recently, moves by beauty industry giants have underpinned just how profitable the body care category is. Unilever, for example, highlighted its serum-infused body care lineups as key drivers of growth in its Personal Care division for the first half of FY2026.

“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,” says Colin Welch, managing director and head of New York, at TSG.

Saltair brings skin care-inspired active ingredients into everyday body care.“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.”

Scaling skinified body care

Saltair was founded in 2022 by The Center, a Los Angeles-based beauty incubator, and Iskra Lawrence, a British model and body positivity advocate. It is positioned in masstige, and offers body washes, lotions, oils, and deodorants, retailing for between US$12 and US$26. 

Saltair’s lineup features ingredients typically reserved for skin care formulas, such as niacinamide, glycolic acid, and squalene.

In the past few years, active ingredients have been used to premiumize the body care category, as consumers increasingly want the same level of science-backed innovation incorporated into whole-body formats, not just those targeting the face.

The trend is backed by data. Innova Market Insights shows that body care products with active-ingredient claims saw a +5% CAGR between July 2021 and June 2026. While 61% of these launches were in body lotions and moisturizers, active ingredients are becoming more prominent in body mists, which experienced a +43% CAGR of launches from July 2021 to June 2026.

The market researcher’s 2025 survey also found vitamins (36%) and collagen (28.3%) among some of the most preferred skin care ingredients for body care products, with minerals (19%), ceramides (13%), acids (11%), and coenzymes (10%) trailing behind.

The findings suggest that the skinification of body care is no longer a niche trend but rather shifting toward a mainstream consumer behavior — one that brands like Saltair and legacy players like Unilever are racing to capture.

With the acquisition, Saltair plans to use TSG’s backing to help it deepen its relationships with existing retail partners, such as Target, Ulta Beauty, and Amazon, while also pushing into new channels. 

The duo’s partnership will provide the resources and infrastructure needed to scale Saltair, but both emphasize that the brand’s community-first ethos and product quality will remain unchanged.

Saltair was built around a founder with an existing platform. Iskra Lawrence boasts a community of over seven million social followers through her body positivity agenda. That connection has translated directly into consumer trust and loyalty for the brand.

Active ingredients are increasingly moving from facial skin care into whole-body formats.“From day one, this team has built Saltair into one of the most desired names in body care — through product quality, real community loyalty, and a brand people genuinely want to be part of,” says Rachel Shelowitz, CEO of Saltair.

“Partnering with TSG marks the next chapter: they share our ambition and bring the experience to propel this business to new heights.”

Center’s track record

The deal marks the third beauty brand that The Center has offloaded in four years. The incubator is backed by Prelude Growth Partners, an investment service in New York, US. It uses a model of building brands with high-profile influencers, and then selling them off once they reach scale. 

In 2023, The Center offloaded skin care brand Naturium to ELF Beauty for US$355 million. This May, ELF reported 35% quarterly sales growth, which it attributed to Rhode and Naturium.

Last year, TSG made another purchase from The Center. It acquired fragrance brand Phlur in a deal reportedly valued at US$400 million. The Saltair deal reinforces The Center’s model as a pattern, rather than a coincidence.

“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,” says Ben Bennett, founder and CEO of The Center.

“We’re glad to see the brand move into this next chapter with a partner who can match that ambition.”