Selina Naturally

What Selina Naturally does

Selina Naturally, operating as Celtic Sea Salt, is a privately held American company founded in 1976 by Belgian food scientist Jacques Delangre and now led by his daughter-in-law Selina Delangre. The company is headquartered in Arden, North Carolina, and is organized as Celtic Ocean International, LLC. It curates and distributes unrefined, hand-harvested sea salts sourced from coastal regions in France, Guatemala, Hawaii, Spain, and Portugal, harvested by local artisans using centuries-old Celtic and Mayan methods. The product portfolio spans core culinary salts (Light Grey Celtic, Celtic Fine Ground, Celtic Kosher, Makai Pure, Celtic Pink Cave Salt, Fleur de Sel, and River Salt variants) as well as a wellness line of electrolyte supplements (ElectroLyve Liquid, Electrolyte Powder, and Aquon Matrix Isotonic and Hypertonic seawater formulas). All products are unrefined, contain 70+ naturally occurring trace minerals, are kosher certified, and tested lot-by-lot for mineral composition, heavy metals, microbiological safety, moisture, pH, and particle size.

The company operates a diversified go-to-market model spanning direct-to-consumer e-commerce (celticseasalt.com with subscription options), a dedicated wholesale program for grocery and natural food retailers nationwide, walk-in local pickup at headquarters, and seven international channel partners including iHerb, Vitacost, Nutrition Brands (UK), Bättre Hälsa (Sweden), Aqam (UAE), Forage Store (NZ), and Radiant Code (Malaysia). Pricing is unit-based across SKUs ranging from $2 pocket shakers to $200 22-pound bulk bags, with free shipping on retail orders over $50. The company explicitly rejects third-party Amazon sellers to protect channel quality. Customer segments include health and wellness consumers, professional chefs and food service operators, grocery retailers, and wholesale/business buyers. The company is family-owned with no disclosed institutional investment, no active funding rounds, no acquisitions, and no publicly disclosed revenue.

The company maintains a content-driven marketing strategy anchored on a blog (recipes, lifestyle, manifestos, science education), email newsletter, organic social media, and celebrity endorsements including Novak Djokovic. It holds a portfolio of registered trademarks covering the Celtic Sea Salt brand, founder brands, and individual product lines. In 2025 a class action lawsuit alleging heavy metal contamination was dismissed, with no court finding unsafe levels of lead or arsenic. Operational scale is evidenced by nearly 50 years of continuous operation, nationwide grocery distribution, 22-pound bulk bag SKUs, and six-country international footprint, though specific revenue, headcount, and growth metrics are not publicly disclosed.

Name

Selina Naturally

Legal name

Celtic Ocean International, LLC

Website

https://selinanaturally.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Selina Naturally (dba Celtic Sea Salt) is a family-owned, North Carolina-based company founded in 1976 that curates and distributes unrefined, hand-harvested sea salts and electrolyte supplements from coastal regions worldwide to consumers, professional chefs, grocery retailers, and wholesale buyers across the US and six international markets.

Ownership category

akta.pro rank

Product category

Artisanal Sea Salt and Mineral Supplements

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Salt & Salt-Based Seasonings (Sea Salt, Flake, Seasoned Salts) (AFAJANAE)

Keywords

• Hand-harvested sea salt
• Artisan mineral salts
• Electrolyte supplements
• Culinary finishing salt
• Unrefined wellness salt

Headquarters

HQ city

Arden

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Revenue from direct sales to consumers through celticseasalt.com. Customers can purchase various salt products in multiple sizes from pocket shakers to 22 lb bulk bags, as well as electrolyte supplements.
2. Wholesale Distribution: Revenue from wholesale accounts including grocery stores, natural food retailers, and business customers purchasing for resale. Wholesale applicants must complete agreement and be approved. Does not accept third-party Amazon sellers.
3. Retail Product Sales: Products available in grocery stores nationwide. Retail partners can request products through distributors or contact wholesale department directly for bulk and case discounts.
4. International Sales: Products sold through international online retailers including iHerb, Vitacost, and regional distributors in UK, Sweden, UAE, New Zealand, and Malaysia for personal use purchases outside the US.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Selina Naturally, doing business as Celtic Sea Salt®, sells hand-harvested, unrefined sea salts and mineral-rich electrolyte supplements for culinary and wellness use. The product portfolio includes the Celtic Sea Salt® culinary line (Light Grey Celtic®, Celtic Fine Ground™, Celtic Kosher™, Fleur de Sel, Makai Pure®, Celtic Pink Cave Salt, and River Salt varieties) plus electrolyte wellness products (ElectroLyve® Liquid, Electrolyte Powder, and Aquon Matrix® Isotonic and Hypertonic). All products are unrefined, free of chemical additives, Kosher certified, and contain 70+ naturally-occurring trace minerals and elements.

Product overview

Selina Naturally (dba Celtic Sea Salt®) is a wellness and culinary salt company founded in 1976 by Jacques Delangre. The company offers a curated portfolio of unrefined, hand-harvested sea salts sourced from coastal regions worldwide (France, Spain, Guatemala, Hawaii, Portugal), all containing naturally occurring minerals. The core product line centers on Celtic Sea Salt® branded salts: Light Grey Celtic® (the original whole-crystal moist salt since 1976), Celtic Fine Ground™ (finely milled for baking), Celtic Kosher™ (sea-water-washed kosher salt), Fleur de Sel (delicate gourmet finishing flakes), Makai Pure® (deep ocean Hawaiian salt), and Celtic Pink Cave Salt (ancient cave deposits high in potassium). Beyond culinary salts, the portfolio extends into wellness supplements: ElectroLyve® Liquid and Electrolyte Powder (electrolyte concentrates with trace minerals) and Aquon Matrix® Isotonic and Hypertonic (micro-filtered seawater formulas for hydration support). Additional sub-brands include Celtic Sea Salt® River Salts (Fine, Flake, and Smoked Flake varieties sourced from underground springs in Alicante, Spain). All products are unrefined with nothing added or removed, Kosher certified, and tested for purity and heavy metals per lot.

Differentiator

Problem solved

Functional benefit

Brands

• Celtic Sea Salt: Primary brand of hand-harvested, unrefined sea salts with naturally occurring minerals and trace elements. Includes Light Grey Celtic, Celtic Fine Ground, Celtic Kosher, Fleur de Sel, Makai Pure, Celtic Pink Cave Salt, and Celtic River Salt products.

Products and services

• Light Grey Celtic® The original hand-harvested Celtic Sea Salt® since 1976, sourced from coastal salt beds that can be over 1,000 years old. Features whole crystals with naturally-occurring minerals, elements, and moisture from the ocean. Unrefined and free of chemical additives, suitable for hydration, nutrition, and culinary use.
• Celtic Fine Ground™ Dry, finely ground version of Light Grey Celtic®, made by carefully milling sea salt crystals to preserve naturally-occurring minerals. Designed for baking, everyday seasoning, and daily culinary use when a smoother texture is needed.
• Celtic Kosher™ Hand-harvested kosher salt washed in sea water to preserve high mineral content and natural taste. Naturally lower in sodium and electrolyte rich, with light, pinchable, versatile flakes trusted by chefs and health professionals.
• Fleur de Sel The rarest and most delicate Celtic Sea Salt®, rising naturally to the surface of salt ponds and hand-harvested in small quantities. Light and flaky finishing salt prized by chefs for elegant gourmet finishing.
• Makai Pure® Sea salt harvested from deep ocean waters, prized for clean vibrant flavor and naturally occurring trace minerals. Lower in sodium than table salt, suitable for cooking and finishing, with up to 25% mineral, element, and moisture content.
• Celtic Pink Cave Salt Rare, unrefined salt sourced from ancient cave deposits in Catalonia, Spain, formed over millions of years. Naturally lower in sodium and higher in potassium to support hydration and muscle function, with 2 servings providing 26% more potassium than 1 banana.
• Celtic Sea Salt® ElectroLyve® Liquid Clean, flavorless mineral-rich electrolyte concentrate containing all six essential electrolytes with 65 trace elements. Quick-dissolving for fast hydration and balanced energy support. Gluten Free.
• Celtic Sea Salt® Electrolyte Powder Clean, mineral-rich electrolyte blend made from pure sea salt and trace minerals designed to dissolve instantly for quick hydration and balanced mineral support.
• Aquon Matrix® Isotonic Pure, mineral-rich isotonic seawater formula micro-filtered at cool temperatures to preserve naturally occurring trace minerals. Designed to support hydration, cellular vitality, and everyday wellness in a form matching the body's fluid balance.
• Aquon Matrix® Hypertonic Concentrated mineral-rich seawater formula delivering the full spectrum of electrolytes and trace elements. Higher mineral content than isotonic formulas, supporting mineralization alongside hydration and energetic performance for intense activity or mineral replenishment.
• Celtic Sea Salt® Fine River Salt Salt isolated from outside impurities and preserved in an underground river from Alicante, Spain. Unrefined salt with remarkable taste adding a Mediterranean touch and flavor to dishes.
• Celtic Sea Salt® Flake River Salt Flake variety of river salt preserved in an underground river from Alicante, Spain. Isolated from outside impurities for remarkable taste, suitable for finishing dishes.
• Celtic Sea Salt® Smoked Flake River Salt Artisanal smoked river salt using traditional oak wood smoke methods with no chemicals. Preserved in an underground river from Alicante, Spain. Adds a smoked touch to BBQ, salmon, or fried eggs.

Quantifiable outcome

• Contains 70+ trace minerals and elements vs. none in refined table salt
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and regional.

• iHerbcoreChannel Partner/ Reseller/ DistributorInternational online retailer offering Celtic Sea Salt products for personal use orders in markets where direct shipping is not available.
• VitacostcoreChannel Partner/ Reseller/ DistributorUS-based online retailer carrying Celtic Sea Salt products for consumer purchases.
• Nutrition Brands (UK)regionalChannel Partner/ Reseller/ DistributorUnited Kingdom distributor for Celtic Sea Salt products for personal use purchases.
• Bättre Hälsa (Sweden)regionalChannel Partner/ Reseller/ DistributorSwedish retailer distributing Celtic Sea Salt products in Sweden.
• Aqam (UAE)regionalChannel Partner/ Reseller/ DistributorUAE-based retailer for Celtic Sea Salt products in the Middle East market.
• Forage Store (New Zealand)regionalChannel Partner/ Reseller/ DistributorNew Zealand retailer offering Celtic Sea Salt for personal use purchases.
• Radiant Code (Malaysia)regionalChannel Partner/ Reseller/ DistributorMalaysian retailer distributing Celtic Sea Salt products in Southeast Asia.
• Wholesale Partners (Grocery Stores)coreChannel Partner/ Reseller/ DistributorGrocery stores and natural food retailers nationwide carrying Celtic Sea Salt products. Retailers can request products through distributors or contact wholesale department directly at 1-888-353-0030.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Redmond Real Salt: US-based unrefined sea salt brand harvested from a mineral-rich ancient seabed in Utah. Directly comparable natural, mineral-focused positioning, multi-channel distribution (grocery, DTC, wholesale), and a portfolio that extends into electrolyte and wellness products.
• Jacobsen Salt Co. Oregon-based artisanal sea salt producer harvesting flake and kosher salts from the Netarts Bay. Comparable hand-harvested, chef-focused positioning, premium pricing, wholesale and DTC channels, and similar product breadth (finishing salts, kosher, flavored).
• Maldon Sea Salt: Iconic UK producer of pyramid flake sea salts, sold in gourmet retailers and professional kitchens globally. Closely comparable premium finishing salt, chef-driven brand, similar product taxonomy (sea salt flakes, smoked, specialty varieties).
• SaltWorks: US-based specialty salt company offering a broad portfolio of sea salts, flavored salts, and finishing salts through DTC and B2B/wholesale channels. Comparable multi-channel specialty salt retailer with overlapping culinary salt product range.
• San Francisco Salt Company: US specialty salt company selling premium sea salts, gourmet finishing salts, and bulk wholesale to both consumers and food manufacturers. Comparable breadth of culinary SKUs and dual DTC/wholesale go-to-market.
• Himalayan Crystal Salt (HCS): Brand marketing unrefined pink Himalayan salt positioned around trace mineral content and wellness. Comparable mineral/wellness-led marketing angle and natural salt positioning, with a similar DTC + wholesale + international distribution model.

Broad incumbents

• Morton Salt: Largest US salt brand owned by Kissner Group, offering table salt, sea salt, kosher salt, and specialty salts across grocery and food service. Represents the dominant incumbent against which premium natural sea salt brands like Celtic compete on differentiation rather than scale.
• Cargill (Diamond Crystal): Global food ingredient conglomerate that owns Diamond Crystal salt brand, supplying kosher salt, sea salt, and food-grade salt to retail and industrial customers. Comparable as a large incumbent with broad salt portfolio, especially in food-service and grocery channels.

Emerging players

• LMNT (Elemental Labs): Fast-growing US electrolyte mix brand built around clean ingredients and mineral replenishment. Competes with Selina's Aquon Matrix and ElectroLyve lines in the same consumer hydration/wellness use case but with a sharper performance-positioning and heavier digital marketing.
• Bragg Live Food Products: Heritage natural foods brand (founded 1912) selling apple cider vinegar, oils, and seasoning/condiment lines through grocery and DTC. Comparable in heritage wellness positioning, premium grocery distribution, and founder/family-led brand identity in the natural foods space.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/selinanaturally
• LinkedInlinkedin.com/company/selina-naturally

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Selina Naturally