Salt & Stone, the premium men's grooming brand known for its mineral-based deodorants and body care, has tapped a new face for its latest campaign: a singer-songwriter who's no stranger to online criticism. The artist, who is also the current partner of actress Dakota Johnson, brings a dose of self-deprecating humor to the collaboration.
"Since the internet likes to tell me I stink, working with Salt & Stone on this campaign felt pretty natural," the musician said in a statement. The campaign, timed to coincide with the release of his upcoming album, leans into the idea that even the most scrutinized public figures need a reliable, clean scent. The brand's hero product, a magnesium-rich deodorant, is positioned as the antidote to the kind of sweat-inducing, high-pressure moments that come with touring and live performances.
This partnership marks a strategic move for Salt & Stone, which has been building a loyal following among outdoorsy, style-conscious men. By aligning with a musician who openly laughs at his own online roasting, the brand reinforces its message that grooming isn't about perfection - it's about feeling fresh and confident, unapologetically. The campaign imagery, shot in a gritty studio, captures the artist mid-performance, sweat beading on his brow, proving that even a little funk can be handled with the right stick.
Originally reported by WWD