TSG Consumer takes majority stake in Saltair, valuing the body care brand at the top of its category

Saltair, the body care label that has spent the better part of three years turning shower routines into content, has a new majority owner.

TSG Consumer, the San Francisco private equity house behind e.l.f. Cosmetics, IT Cosmetics, and Summer Fridays, has agreed to buy control of the brand from its founding investors.

The deal puts a firm private equity floor under one of beauty’s most talked-about newcomers.

Financial terms were not disclosed on 30 July, when the transaction was announced, …