Body care brand Saltair is bolstering its C-suite.
Rachel Shelowitz has been named chief executive officer and Erin Sale chief marketing officer of Saltair, the body care brand cofounded by Iskra Lawrence, the U.S.-based British model and influencer with more than 5 million followers on Instagram.
According to the brand, the new leadership appointments signal Saltair’s ambition to scale thoughtfully while deepening its commitment to innovation, accessibility and self care.
Shelowitz was most recently CEO of Lawless Beauty, where she oversaw its expansion into Sephora. Her earlier career included senior roles at Estée Lauder, Bobbi Brown, Lancôme, Yves Saint Laurent and Coty.
“I’m thrilled to join Saltair at such an exciting time,” Shelowitz said. “This brand has not only tapped into what modern consumers want — it’s created a movement rooted in inclusivity, sensoriality and results. I look forward to building on its incredible foundation alongside this team.”
Sale most recently served as chief marketing officer at Murad Skincare, where she led brand repositioning, global campaign development, and omnichannel strategy. She has also held senior roles at L’Oréal Luxe, including at Lancôme and Urban Decay, as well as at GXVE Beauty.
“Saltair is a brand that has struck a powerful chord with today’s consumer,” Sale said. “There’s a real opportunity to deepen that connection and refine how we show up across platforms and retail partners. I’m excited to help lead Saltair into its next phase of cultural and commercial growth.”
Launched in 2022, Saltair is part of the Los Angeles-based brand incubator The Center that enjoyed success when it sold Naturium to E.l.f. for $355 million in 2023. Most recently, it sold fragrance brand Phlur to TSG Consumer.
Saltair is now available at 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.
Of the new hires, Lawrence said: “This is a defining moment for Saltair. With Rachel and Erin joining as CEO and CMO, we now have an all-female leadership team — something I’m incredibly proud of. From day one, Saltair has stood for inclusivity and community, with the belief that every body is welcome here. That ethos will only grow stronger as we continue to push boundaries, break stigmas, and redefine how body care shows up in people’s lives. I couldn’t be more excited for what’s ahead.”