Attitude meets the founder behind Salt & Stone, the body care brand we can’t get enough of

In the increasingly crowded world of body care, Salt & Stone has quietly become a staple on our bathroom shelves and in our gym bags. Founded by former professional snowboarder Nima Jalali, the brand has built a devoted following thanks to its blend of high-performance formulas, minimalist design and scents that feel a world away from the synthetic fragrances that dominate the category.

Inspired by the natural landscapes that shaped Jalali’s life – from ocean air to alpine forests – products are infused with transportive notes like hinoki, santal and cedar. The result is body care that feels elevated yet effortless, designed for people who move between workouts, commutes and evenings out without missing a beat.

The brand’s winter campaign puts that philosophy to the test, with Olympic gold medalist Alex Hall taking to the slopes while showcasing Salt & Stone’s high-performance deodorant. While the deodorant has proven to be a best-seller, the brand isn’t resting on its laurels – recently introducing new products like a luxurious body oil.

As Salt & Stone continues to gain momentum, we caught up with founder Nima Jalali to talk about the inspiration behind the brand, creating products that keep up with an active lifestyle, and why nature remains the ultimate source of scent.

Before Salt & Stone existed, what did you feel was missing in the market?

After a knee injury, I embraced a more natural lifestyle and became intentional about the products I was using. I found that nothing on the market checked all the boxes in terms of ingredients, performance, scent, and design. That gap is what drove me to create clean products that could keep up with an active lifestyle while offering an elevated experience.

As a former professional athlete, how has your understanding of masculinity and self-care evolved?

Taking care of yourself is a key part of training and performance. That mindset has stuck with me, and over the years I’ve realised that looking after your body with consistency and discipline reinforces your focus and dedication, and lets you show up as your best every day.

Do you think men are becoming more open to wellness as something restorative rather than indulgent?

Definitely. Men are starting to see wellness as part of living a healthy lifestyle. They’re being more intentional about the products they use and want them to not only perform but have clean ingredients, smell great, and fit their lifestyle.

What was it like working with Alex Hall for the campaign and why was he the right choice as the face of Salt & Stone?

Working with Alex for this campaign felt really natural. He lives an active, intentional lifestyle that aligns closely with Salt & Stone; Stone. As an Olympic-level athlete, he brings our high-performance values to life.

Which Salt & Stone product would you recommend for a first time shopper?

The deodorant. It’s our hero product and a great entry point for bringing Salt & Stone into your daily routine. It really reflects our approach to performance, scent, and design.

What’s your favourite Salt & Stone scent?

Bergamot & Hinoki. It’s a fresh, versatile scent that I reach for most often. The Bergamot Body Wash is my favourite product, I use it everyday after my run.

Discover the Salt & Stone lineup at saltandstone.com.