Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Vita Liberata Bought Back By Founder

Alyson Hogg, who founded the luxury tanning brand in 2003, has reacquired it from Crown Laboratories.
Tanning products
The brand is now back in its founders' hands. (Courtesy)

Vita Liberata, the premium tanning brand known for its organic formulas, has been acquired by its founder, the Irish businesswoman Alyson Hogg for less than $12 million. Vita Liberata makes both consumer and professional products. Hogg sold the business to Crown Laboratories in 2018. At the time of its original acquisition, Vita Liberata was generating $62 million a year in retail sales; current retail sales are $37 million.

Hogg declined to give specific numbers, but said the brand was sold to Crown Laboratories for more than $30 million.

In a statement, Hogg said she is bullish on the category despite its low market penetration which she estimates to be under 10 percent. “[Self-tanning] is growing thanks to science and innovation…a major reason penetration is so low is the ridicule the category is often subjected to,” said Hogg.

Self-tanning products have historically had pain points such as a bad odour, transferring onto bedding or clothes and a streaky or unnaturally dark finish. Hogg believes her more luxurious, sophisticated formulas can mitigate these risks and encourage consumers to try self-tanning, especially as concerns around sun safety grow.

ADVERTISEMENT

Hogg will remain in her role as chief executive officer. “We did it once, we will do it again,” she said.

Learn more:

Go-To Skin Care Bought Back by Founder

Beauty entrepreneur Zoë Foster Blake has regained control of Go-To, the skin care line she co-founded. A majority share of the company was sold to Melbourne-based beauty manufacturer BWX Limited in August 2021 for 89 million Australian dollars ($60 million).

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.
view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.