In eight short years, personal care brand Salt & Stone has carved out its niche with viral velocity. Founded by former professional snowboarder Nima Jalali in Los Angeles in 2017, today, the company reports triple-digit, year-over-year (YoY) revenue growth, and one product sells every seven seconds.Salt & Stone positions itself at the intersection of nature, science, and experience: a place where luxurious, nature-inspired scents combine with skincare actives, presented in chic, minimalist packaging in pastel and neutral shades, with mid-range price points. "We see it as a full 360 experience. From the product design—something you’re proud to leave on your counter—to the scent and the way it performs, we want it to feel premium and effective,” Jalali told BeautyMatter.Transforming everyday products like body wash and deodorant into something with aesthetic appeal has an undeniable allure, making the everyday extraordinary. Salt & Stone is on a steep proverbial slope to success by tapping into that sentiment while drawing in ingredient-conscious consumers and the burgeoning category of premium fragrance shoppers. Harnessing the power of TikTok-led discovery, that holy trinity has accelerated the brand’s path to the top. After all, 43.9% of American beauty shoppers rank ingredients as a crucial factor in their purchasing decisions, the US prestige fragrance market grew by 12% in 2024, and 61% of TikTok users discover new brands on the platform.As a pro snowboarder throughout his 20s, Jalali immersed himself in the health and wellness space following a knee injury towards the end of his career.