Launched: 2017
Key Executives:
2025 Full Year Expected Revenue Range: $125 to $150 million, according to industry estimates.
2025 Projected Offline Distribution Points: 11,282
Primary Category: Bodycare
Other Categories: Personal Care
Key Markets: United States, Canada, United Kingdom
Retail Partnerships: Sephora, Erewhon, Nordstrom
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Prestige, Boutique, Department Store, Third-Party E-Commerce, TikTok Shop
Funding Rounds: Private Equity
Salt & Stone was born out of a gap I had in my own routine—for high-performing, minimally designed products in unisex scents I actually wanted to wear. As a former professional athlete and someone who runs daily, I knew that our products needed to outperform, but I also wanted them to create moments in your day that connect you back to the natural world.
Insights provided by Nima Jalali, Founder + CEO
Key business initiatives for 2025?
2025 will be a huge year for Salt & Stone. We are significantly growing our footprint in Sephora, expanding into some highly requested new scents and product categories and have some major collaborations on the horizon. Our DTC and Amazon businesses continue to be a huge focus for us.
What are you most proud of having accomplished?
While our growth has been explosive over the last couple of years, it’s been intentional and never compromising on the brand. We take so much care in every detail and touchpoint with the customer.
What has been the biggest surprise?
How successfully we’ve been able to scale the business in different channels—from being the #1 bodycare brand in Erewhon to having hit the #1 deodorant on Amazon on a number of occasions, we are bringing in a really varied range of consumers that love our product for its performance, design, and experience.
What fuels your competitive advantage?
Our attention to detail and how those details come together. Our customers are drawn in by the design, hooked on our fragrances, and ultimately stay because the products work better than anything else.
Insight on the future of the beauty industry.
I think the future lies in simplicity and authenticity. Consumers want fewer but better products—ones they can trust that elevate their day.
What is the best piece of advice you’ve been given?
“Build for the long term.” It’s easy to chase trends or quick wins, but creating something lasting requires patience, consistency, and a clear vision.
What is the best mistake you've ever made and what did you learn?
In the beginning, I was overly ambitious with our product range and tried to launch too many SKUs at once. It stretched our resources. That experience taught me the power of focus—quality always wins over quantity. Now, we’re deliberate in every launch, ensuring it aligns with our vision and delivers exceptional value.
What advice would you give to someone contemplating launching a beauty brand?
Understand why your brand needs to exist. The beauty market is saturated, but if you have a clear mission and stay true to it, there’s always room for innovation. Also, listen to your customers—they’ll tell you what they want and need.
If you could change one thing in the beauty industry what would it be?
I’d love to see the industry shift away from excess. Too many brands launch countless SKUs that end up unused. Instead, focus on fewer, better products that are mindfully designed, effective, and sustainable in their consumption.
