What Salma does

Salma Loves Beauty is a Lebanon-based natural personal care company founded in 2018 by Rosemary Romanos. It produces and sells bodycare, haircare, homecare, and baby care products formulated with botanical ingredients including Pure Jasmine Oil, Sweet Almond Oil, Lavender & Olive Oil, and Green Tea & Lemongrass, positioned as paraben-free, sulfate-free, vegan, and cruelty-free. The product range spans standard retail sizes (500mL, 250mL, 100mL, 50mL), travel/mini sizes (30-50mL at $1-$2), and bulk 5L eco-refills priced from $55-$90. A dedicated sub-brand, SALMA Baby, serves the infant care segment with hair + body wash, face + body cream, no rinse cleanser, diaper change cream, hand wash, and detangling spray.

Salma operates a hybrid go-to-market combining direct-to-consumer e-commerce through its owned storefront (salmalovesbeauty.com) with native mobile apps on iOS and Android, alongside a B2B wholesale channel ("SALMA for Wholesale") supplying hotels, restaurants, gyms, spas, retailers, and corporate gift buyers with bulk product at discounted pricing. The DTC channel offers free delivery on orders above $70, bundle and gift-set pricing with percentage discounts, and a customer loyalty program. Distribution is concentrated in Lebanon and the broader Middle East, with no disclosed expansion outside the region.

Revenue is generated through unit-priced one-time purchases across DTC and wholesale streams, with a sustainability-led refill system (~30% discount on bottle refills) supporting retention. The company is privately held, bootstrapped with no disclosed external funding rounds, and operates with 11-50 employees. There are no disclosed patents, trademarks, awards, partnerships, acquisitions, or leadership changes, and no AI/ML capabilities are referenced. The business is described as actively operating with founder ownership intact.

Name

Salma

Legal name

Salma Loves Beauty

Website

https://salmalovesbeauty.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Salma Loves Beauty is a Lebanon-based natural personal care company founded in 2018 that sells paraben-free, vegan, and cruelty-free bodycare, haircare, homecare, and baby care products via DTC e-commerce (including mobile apps) and B2B wholesale to hotels, spas, gyms, and corporate buyers across the Middle East.

Ownership category

akta.pro rank

Product category

Natural Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industry

Baby Bath & Cleansing (CRABAJAA)

Keywords

• Natural skincare products
• Clean beauty brand
• Vegan personal care
• Baby care products
• Hair and body care

Headquarters

HQ city

Beirut

HQ country

Lebanon

HQ region

Middle East

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Retail sales of skincare, haircare, bodycare, homecare, and baby care products through owned online store. Products sold in standard sizes (500mL, 250mL, 100mL, 50mL) and travel sizes. Offers subscription-like loyalty program.
2. Wholesale B2B: Bulk sales to businesses including hotels, restaurants, gyms, spas, and corporate gift buyers with personalized support and discounted pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Salma Loves Beauty manufactures and sells natural, vegan, cruelty-free personal care products including bodycare, haircare, homecare, and a dedicated baby care line (SALMA Baby). Products are formulated with botanical ingredients such as Pure Jasmine Oil, Sweet Almond Oil, Lavender, Olive Oil, and Green Tea & Lemongrass, and are sold direct-to-consumer via its own e-commerce store and mobile apps, with a parallel wholesale channel supplying hotels, restaurants, gyms, spas, and corporate gift buyers.

Product overview

Salma Loves Beauty is a Lebanon-based natural, cruelty-free skincare and personal care company founded in 2018, offering a comprehensive portfolio of bodycare, haircare, homecare, and baby care products. The product ecosystem is organized around ingredient-based collections (Pure Jasmine, Sweet Almond, Lavender & Olive Oil, Green Tea & Lemongrass) and product categories (Bodycare including hand & body lotion, shower gel, body mist, body elixir, body polish, soap bar, hand wash; Haircare including shampoo, conditioner, hair mist; Homecare including candles, essential oils, hand sanitizer, room mist, home perfume, reed diffusers; and SALMA Baby line). Products are available in multiple formats including standard sizes, travel/mini sizes, and bulk refill options (5L) supporting eco-friendly sustainability initiatives. The company also operates B2B wholesale channels for hotel amenities, corporate gifts, and retail partnerships, plus a consumer loyalty program.

Differentiator

Problem solved

Functional benefit

Brands

• SALMA Baby: A dedicated baby care line offering gentle, safe skincare solutions formulated specifically for babies' delicate skin, including hair and body wash, face and body cream, diaper change cream, hand wash, and detangling spray.

Products and services

• Bodycare Collection Luxurious body care products including Hand & Body Lotion, Shower Gel, Body Mist, Body Elixir, Soap Bar, Hand Wash, Botanical Body Polish, and accessories such as the Scalp Massager. Formulated with natural ingredients across Pure Jasmine, Sweet Almond, Lavender & Olive Oil, Green Tea & Lemongrass, and Rose & Oud variants.
• Haircare Collection Premium hair care products including Shampoo, Conditioner, and Hair Mist formulated to enhance shine, strength, and vitality. Includes sulfate-free haircare options.
• Homecare Collection Home care essentials including Candles, Essential Oils, Hand Sanitizer, Linen & Room Mist, Luxurious Home Perfume, Reed Diffusers, and Tools & Accessories designed for freshness and effective cleaning.
• SALMA Baby

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Drunk Elephant: Biocompatible skincare brand built around the 'Suspicious 6' ingredient-avoidance philosophy. Comparable to Salma's paraben/sulfate-free positioning and ingredient-conscious formulation approach, though focused on facial skincare rather than body/hair.
• Briogeo: Clean, naturally-derived haircare brand formulated without sulfates, parabens, and harsh chemicals. Closely comparable to Salma's haircare range on clean beauty claims, ingredient transparency, and DTC-led go-to-market motion.
• Yes To: Natural ingredient-led personal care brand offering body, hair, and skincare with paraben- and sulfate-free formulations. Comparable to Salma in clean ingredient positioning, accessible price points, and multi-category personal care portfolio.
• Acure Organics: Affordable, plant-based personal care brand offering body, hair, and skincare free from parabens, sulfates, and animal testing. Similar to Salma in vegan/cruelty-free positioning and multi-category natural personal care portfolio at a similar mid-market price tier.
• Caudalie: French natural beauty brand built around a signature botanical ingredient (grape) with body, hair, and home fragrance lines. Comparable to Salma in single-hero-ingredient collection structure, body/hair portfolio, and natural positioning.
• Davines: Italian B-Corp natural hair and body care brand emphasizing botanical formulations and sustainability. Directly comparable to Salma's haircare and bodycare collections, ingredient-led storytelling, and sustainability/refill orientation, with similar mid-sized brand scale.
• Shea Moisture: Natural, ethically sourced personal care brand with body, hair, and baby lines built around heritage ingredients. Comparable to Salma in natural ingredient narrative, multi-category (body/hair/baby) portfolio, and cultural-heritage brand positioning.

Broad incumbents

• The Body Shop: Iconic ethical beauty retailer offering cruelty-free, vegan-friendly body and hair care rooted in natural ingredients. Aligns with Salma on cruelty-free/vegan positioning and ethical sourcing story, though at much broader scale and with more extensive retail distribution.
• L'Occitane: Global natural beauty brand built around botanical ingredients (shea, lavender, almond) sold across body, hair, and home categories. Comparable to Salma in natural-formulation positioning and ingredient-led product narrative, but operates at significantly larger scale and broader geographic reach.

Emerging players

• Herbivore Botanicals: Smaller DTC natural beauty brand emphasizing botanical ingredients and minimalist clean formulations. Comparable to Salma on natural ingredient narrative and DTC-first motion, though focused primarily on facial skincare and aromatherapy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@salmalovesbeauty
• Instagraminstagram.com/salmalovesbeauty
• LinkedInlinkedin.com/company/salma-gro

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 Salma