Saltair, the body care brand founded by Iskra Lawrence, has announced two key leadership appointments.
Rachel Shelowitz, former Lawless Beauty CEO, has been named CEO, and Erin Sale, former Murad CMO, has been appointed chief marketing officer.
At Lawless Beauty, Shelowitz helped grow the brand into a leading clean color brand at Sephora. With experience in marketing, strategy and product innovation, she developed expertise in skin care and body care during her time at Philosophy. Her skills align with Saltair’s focus on luxury formulations at affordable prices.
“Saltair is redefining what body care can be—elevated, effective and truly inclusive,” said Shelowitz. “The brand has already built incredible momentum, and I’m honored to lead this next chapter as we scale, innovate, and connect even more deeply with our community.”
Sale has held senior roles at L’Oréal Luxe, GXVE Beauty and most recently as CMO at Murad Skincare, where she led brand repositioning and global campaigns. At Saltair, she will oversee marketing, creative, and community initiatives, focusing on building brand equity and driving results.
“Saltair is one of those rare brands that blends authenticity, aspiration, and accessibility,” said Sale. “There’s a real magic to what Iskra has built, and I see a tremendous opportunity to amplify the brand story and reach new communities.”
Launched in 2022, Saltair is known for its treatment-driven body care products, with prices ranging from $12–$39.
The brand is available at retailers like Target, Ulta Beauty and Amazon, with popular products including its Serum Body Washes and AHA Deodorant Serums.
These leadership changes aim to support Saltair's growth and focus on innovation and accessibility
Of the news, Lawrence said, “From the beginning, Saltair has been about celebrating and caring for our bodies in a way that feels luxurious, inclusive and empowering. Rachel and Erin are not only visionary leaders—they’re deeply aligned with our mission to redefine body care. I’m so proud to welcome this all-female leadership team as we enter this exciting next phase of growth.”
