Morton Salt is entering the beauty industry. Its new collection includes Morton Natural Epsom Salt, scented with lavender, eucalyptus, or an unscented version.

The brand has also developed a unique lotion – Morton Natural Epsom Salt Lotion. It is a concentrated formula developed to deliver the benefits of Epsom salt in a lotion format. The product is designed to massage away minor aches and strains, according to the brand.

“The Epsom salt category has seen sustained growth over the past few years, presenting an opportunity for Morton Salt to begin leveraging its ubiquitous brand equity with the health and beauty shopper,” said Carol Panozzo, vice president of consumer products/sales and marketing at Morton Salt.

The products are available in the beauty aisles of select drug and retail chains nationwide.