Saltair
Iskra Lawrence spent years as a model and a leading voice in body positivity. In 2022 she turned that platform into Saltair, an affordable clean body-care brand now nearing $100 million in revenue.
Iskra Lawrence spent years as a model and one of the most visible voices in body positivity, building an audience of more than five million people around body neutrality and self-acceptance. In 2022 she turned that platform into a business, launching Saltair, an affordable clean body-care brand, and grew it toward $100 million in revenue.
Saltair came out of Lawrence’s own mental-health work, self-care treated as something real rather than a slogan. She built it inclusive, sustainable, and cheap enough to actually buy, and put it in Target from the start, using a genuinely engaged audience to launch a brand into a category the industry had long treated as an afterthought.
At a glance:
| Founded | Launched January 2022, by Iskra Lawrence |
| Founder platform | 5M+ followers, model and body-positivity advocate |
| Positioning | Affordable, clean, inclusive, sustainable body care |
| Revenue | Nearing $100 million |
| Sold at | Target and saltair.com |
| Origin | Lawrence’s own mental-health and self-care journey |
The Story
The model who built a platform on body neutrality
Before Saltair, Lawrence was known as a British model who became a leading voice for body positivity and, later, body neutrality, the idea that you don’t have to love your body every day, you just have to stop fighting it. That message built her an audience of over five million people who trusted her, which turned out to be the foundation for everything that came next.
Self-care as the real thing
Saltair grew directly out of Lawrence’s own work on her mental health. She wanted body care to be a genuine moment of self-care, an uplifting scent and a good formula that gave someone a reason to pause, rather than a marketing veneer on a bottle of lotion. That authenticity, a brand built from something she actually lived, is what separated it from a celebrity cash-in.
Affordable clean body care, in Target from day one
After years of development, Saltair launched in January 2022 with clean, well-formulated body products at accessible prices, and placed itself in Target immediately. Body care had long been the overlooked stepchild of the beauty aisle, and Saltair treated it with the formulation quality and design attention usually reserved for skincare, at a price ordinary shoppers could reach.
Nearing $100 million
The brand grew fast. Within a few years Saltair was nearing $100 million in revenue and had brought on experienced leadership, naming Rachel Shelowitz CEO, to run its expansion. For a body-care brand in a crowded, low-glamour category, that trajectory is the payoff of pairing a trusted founder with a genuinely good, affordable product.
The Strategy
Elevate an overlooked category
Saltair’s core bet was that body care deserved the same quality and design as skincare, and that nobody affordable was doing it well. Taking a category the industry neglected and treating it seriously is a reliable opening, because customers notice immediately when someone finally cares.
The audience as a launchpad
Lawrence brought over five million engaged followers to Saltair’s launch, which meant the brand started with trust and reach most new products spend millions to build. An engaged audience is the fastest launchpad there is, as long as the product earns the loyalty the audience arrives with.
Accessible price, mass retail
Saltair matched an affordable price to mass distribution, landing in Target rather than gatekeeping behind prestige. Putting an accessible product where accessible shoppers already are is what let the brand scale toward nine figures quickly, the same accessibility logic behind Cocokind.
The Marketing
The founder’s platform and message
Lawrence’s body-positivity advocacy wasn’t a marketing angle bolted onto Saltair, it was the reason the brand existed and the reason her audience believed in it. A founder whose values and following are already aligned with the product turns her platform into the brand’s most efficient marketing channel.
Scent and self-care as the hook
Saltair leaned into uplifting scents and a self-care ritual that demonstrated well on social media, giving people something sensory and shareable to talk about. That sensory appeal generated earned attention and repeat purchases in a category usually bought on autopilot.
The Numbers
| Year | Milestone |
|---|---|
| 2022 | Saltair launches in January, into Target |
| 2022–present | Grows toward $100 million in revenue |
| Later | Names Rachel Shelowitz CEO to lead expansion |
Saltair is privately held, but reporting puts it near $100 million in revenue within a few years of launch, an unusually fast climb for an affordable body-care brand, powered by Lawrence’s audience and a product that delivered on its promise.
What You Can Learn
An engaged audience is a launchpad, if the product delivers. Lawrence’s five million followers gave Saltair instant reach, but the brand held because the products were good and affordable. Reach gets the first sale; the product earns the rest.
Elevate a category the industry ignores. Body care was an afterthought until Saltair treated it like skincare. Taking a neglected category seriously is an opening, because customers reward the brand that finally shows up.
Build from something you actually lived. Saltair came out of Lawrence’s real mental-health work, which made its self-care message credible. A brand rooted in genuine experience reads as authentic in a way a manufactured story never can. Start from what you know.
Match your price to your shelf. An affordable product belongs in accessible retail. Saltair’s Target-first strategy put it where its customers already shopped, which is what let it scale fast.
Frequently Asked Questions
Who founded Saltair?
Saltair was founded by Iskra Lawrence, a British model, entrepreneur, and body-positivity advocate with more than five million followers. It launched in January 2022.
What is Saltair?
Saltair is an affordable, clean, inclusive body-care brand, offering products like moisturizing body lotions and washes with uplifting scents. It was inspired by founder Iskra Lawrence’s own mental-health and self-care journey.
Where is Saltair sold?
Saltair is sold at Target and through its own website. It launched into Target and built its growth on accessible, mass-retail distribution.
How big is Saltair?
Saltair has grown toward $100 million in revenue within a few years of its 2022 launch, and has brought on experienced leadership, including CEO Rachel Shelowitz, to lead its expansion.
Sources
- WWD, “Iskra Lawrence on Body Neutrality, Positivity and Founding Saltair”. The mental-health origin and nearing-$100M revenue.
- PR Newswire, “Model and Entrepreneur Iskra Lawrence Launches Body Care Brand Saltair,” 2022. Launch, product line, and Lawrence’s audience.
- WWD, “Saltair Names Rachel Shelowitz CEO, Erin Sale as CMO”. Leadership and expansion.
- Iskra Lawrence, “How I dreamt up my body care brand, Saltair”. Founding motivation and January 2022 launch.