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

Private equity firm TSG Consumer has signed a definitive agreement to acquire a majority stake in Saltair. Financial terms of the deal were not disclosed, but Saltair’s sales are expected to be in the region of $150 million for 2026 as a whole.

“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. “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 serve as chief community advocate, while Prelude Growth Partners will exit its investment in Saltair. It is understood that The Center, which launched Saltair with Lawrence and has backing from Prelude, will not have 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 chief executive officer 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, cofounder 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 now available at a number of retailers including Target, Ulta Beauty and Amazon. Bestsellers include its Serum Body Washes, 5% AHA Deodorant Serums and Nourishing Body Oil — each formulated with ingredients such as niacinamide, squalane and glycolic acid. Price points range from $12 to $26. The brand has also branched out into hair and body mists.

CEO Rachel Shelowitz, who joined the brand in 2025, told WWD that the big meaty vision is for Saltair to one day be 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, she sees her new role as helping spread 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 giving myself this title role of chief community advocate, it felt really fitting in this next phase because that really is where so much of my energy is poured into.”

TSG’s other beauty investments include Summer Fridays, Phlur, Waldencast filler acquisition and Hempz.