Code of a Sista Hood: A Conversation with the Founders of Salted AU
Britt JamesThere’s something magic about women who carve their own path—especially when that path leads straight to the ocean. The duo behind Salted AU, best friends and ocean lovers Amelia & Tyla, took their shared love of surfing and turned it into a movement. Their mission? To create a swim and surfwear brand that celebrates strength, inclusivity, and sustainability—all while keeping things stylish and functional.
Recently hitting a huge milestone of 15K followers on Instagram, Salted AU is proving that their vision is resonating with women everywhere. We sat down with Amelia & Tyla to chat about their journey, challenges, wins, and, of course, how they keep their skin looking fresh after endless salty sessions.
How did the idea for Salted AU begin?
Salted AU was born out of those early morning chats we'd have while running and swimming together. We were always talking about what we loved (and hated!) in surfwear and activewear. We wanted something that could seamlessly take us from our morning run straight into the ocean without missing a beat. We couldn't find it, so we decided to create it!
What have been some of the biggest challenges along the way?
Starting and scaling a purpose-driven brand definitely comes with its challenges! One of the biggest hurdles has been learning all the different aspects of running an e-commerce business with limited experience. We had to figure out everything from design and production to marketing and customer service, all while staying true to our values.
It's been a steep learning curve, and we've embraced the DIY approach, relying on the support of our amazing community of friends and family. They've been incredible, stepping up as models, photographers, and cheerleaders. We're so grateful for their help and for all the lessons we've learned along the way. Currently, our biggest challenge is that we're still running every single aspect of the business ourselves, as the founders, without any staff. Juggling all the roles while trying to grow is definitely a test of our time management and multitasking skills! Oh, and did we mention we both still have full-time jobs and five kids between us?
And the biggest wins?
There have been so many incredible moments! Of course, hitting 15k on social media was a big milestone – it's amazing to see our community growing. But for us, it's less about the numbers and more about the connection. We love engaging with our community, hearing their stories, and seeing them rock our gear.
One of the biggest wins has been travelling with our community. We're actually heading to Fiji soon with a group of amazing women for a surf and adventure trip, and we have more exciting trips planned for this year! Stay tuned for those.
We're also really proud of the financial growth we've achieved. We're finally at a point where we can start thinking about expanding, and we've even moved out of our garages and into our own office/warehouse! And we've gone global! The USA is now our biggest market, which is a huge win for us, especially heading into the Aussie winter.
But honestly, the biggest win of all has been the beautiful friendships and connections we've made with like-minded women all over the world, both online and in person. That's what Salted is really about – building a community of strong, supportive women.
4. What keeps you motivated?
Honestly, the biggest motivation is that we're living our dream! We've managed to create a job where we get to spend time in the ocean daily, doing what we love. And on top of that, we get to design and create pieces that are functional and made for women just like us. It's incredibly rewarding to see our designs being worn and loved by our community. Plus, we're besties who get to work together every single day! We get to experience some really cool things that we wouldn't otherwise get to do together, and that makes it all even more special. That's what truly keeps us pushing forward – knowing we're creating something meaningful and getting to share it with our best friend.
Okay, real talk—how do you look after your skin after spending so much time in the ocean?
We keep our skincare routine pretty simple! Honestly, we find the saltwater does a great job of cleansing our skin, alongside our regular face washing. But we've definitely learned the hard way about the effects of the sun and constant exposure to the ocean. As we get older, we're realizing the importance of preventing pigmentation and other sun damage, so sun protection is absolutely key. When the surf's mellow, we try to wear surf caps, and we always, always use our favorite zinc or sunscreen- right now that’s Sol Sista. It's non-negotiable! We're also super thankful for brands like Sol Sista because they provide us with skin tone approved and functional tools that make wearing sunscreen a breeze. No more brown zinc patches from grubby hands on our boards!
6. Who inspires you?
We're constantly inspired by the mums who seem to have their lives together, yet still manage to carve out time for themselves, surf, and keep their passions alive. They're incredible at juggling everything life throws at them. We're also hugely inspired by the young women who are rewriting the rules, choosing to live life on their own terms, and creating careers and lifestyles they truly love. They're showing us that there's no one "right" way to live, and that's incredibly empowering. Honestly, we wish when we were younger we lived a little more like the youth of today, so fearless and bold! They are the core of our community, and honestly, they are the reason we love doing what we do. Their passion and drive fuel us every day.
What advice would you give to new female entrepreneurs trying to get an idea off the ground?
Honestly, just dive in! Don't wait for everything to be perfect. Use what you have, lean on your people, and get started. There's no better way to learn than by doing. And don't be afraid to ask for help – you'd be surprised how many people are willing to lend a hand. Building a business is a journey, not a destination, so enjoy the rollercoaster!
