Creative director Matt Murphy was on a working holiday in the sea salt capital of the world, Brittany, France, when he first got the idea for Sel Magique. Working from a traditional Breton recipe, Murphy developed a singular mixture of fleur de sel de Guerande and herbes de Provence that complements almost any flavor profile and can be used as both a base for dishes and as a finishing salt. Today, Sel Magique counts numerous high-end chefs and at-home kitchen enthusiasts among its legions of fans.


Appropriately for a brand founded by an accomplished designer, Sel Magique exudes a quiet sophistication, from its understated logo to its intense focus on its signature seasoning. Using premium, natural ingredients, the company has dedicated itself to a single meal-making salt mixture, helping to introduce a centuries-old Breton tradition to contemporary American kitchens.

Birchbox Extra

The classic blend is produced completely by hand in France each season—from the initial salt collection to the final flavor balance—before being imported to the United States.

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