In a constantly evolving industry, Salt Agency stands out by staying grounded. Founded in Atlanta by industry veteran Madeleine Almering and joined by co-founder and COO Kelly McGill, the boutique modeling and talent agency brings a distinctly hands-on, values-driven approach to the Atlanta market—one that’s redefining what success looks like in 2025.
And Salt’s roster is diverse by design. “The industry is so much more inclusive now,” says McGill. “Height, body type, race, sexuality and age—none of that limits what’s possible anymore.” Clients in Atlanta, they say, still value traditional beauty, but the demand for authenticity is growing, especially in more urban and lifestyle-driven campaigns.
Social media has also played a major role in that shift. “TikTok and Instagram have changed everything,” says McGill. “Brands want influencers who drive sales. So while we still scout for traditional beauty, we’re also constantly looking for people with a digital presence who know how to connect.”
But that doesn’t mean having a social media following is a requirement. “There’s room for everyone,” Almering says. “The most important thing is how you show up, not how many followers you have. That said, for those pursuing the influencer route, we do look closely at what they’re posting—your social media is your brand.”
Salt Agency, based in Buckhead, is guided by the core principle “salt of the earth,” and each model on their roster is part of the Salt family. That means they are very selective about who they take on. They pride themselves on their stellar reputation in the industry where their models show up and behave in a way that reflects their core values.
“We’re proud to represent people who aren’t just beautiful, but kind,” says Almering. “Our moral compass is part of our brand.”
Salt’s philosophy is simple but rare: take on models with both talent and character, then guide them every step of the way. “We’re a hands-on boutique agency,” says Almering. “Every single model has both of our personal phone numbers. They can call us anytime. We take a major role in guiding their careers.”
Success in modeling, they emphasize, takes work. “It’s not all glamour,” says McGill. “It’s taking posing and walking classes, submitting tapes, and going on jobs that may not seem exciting at first. But what separates the good from the great is drive.”
And while Atlanta isn’t known for runways, Salt has built a powerhouse commercial portfolio with brands like Delta, Rooms To Go, and top jewelry and lifestyle companies. The agency also has an influencer division based in New York, bridging classic modeling with modern content creation.
The agency continues to grow steadily by staying intentional and selective. “We’re not one-in, one-out,” says McGill. “We focus on model development and longevity. Ninety-five percent of our roster is working.”
Salt’s success stories speak for themselves: Aiden Turner, a model-turned-actor, remains on their roster and is known for always being first to submit his tapes. Meredith Mickelson, signed worldwide after being discovered by Salt, now graces national covers and is a major player in the influencer and modeling space. They also say Benjamin Simic is one to watch and is booking worldwide in major campaigns.
“Our models know their genre—whether that’s commercial, fashion, e-comm, or lifestyle,” says McGill. “We help them focus, refine it and thrive in it.”
At Salt, beauty is only the beginning. The agency’s real power lies in helping people build lasting careers—and communities—rooted in kindness, confidence and a whole lot of hustle.
Current roster superstars
Meredith Mickelson @meredithmickelson
Arah Cho, @hey0arah - “She is a beauty girl.” She has booked with global brands including La Mer, Pat McGrath, Nars and more.
One to Watch: Benjamin Simic, @lilboochie “He is a great example of someone who is authentic to who he is. He was a college athlete and much of his social media reflected that. Now, he is booked for national and global sporting brands.
@saltmodel