Founder buys back Vita Liberata self-tan brand

Alyson, from County Antrim, Northern Ireland, launched Vita Liberata in 2003 as the world's first clean and odourless self-tan product. The brand was purchased by Crown Laboratories in 2018, when retail sales were circa £50m.
In this new era for the business, she aims to address the preconceived low expectations that consumers have of some self-tan products.
Alyson Hogg explains:
“I'm back in business to lead Vita Liberata and transform the self-tan category's reputation.
“The category is growing thanks to science and innovation, yet its market penetration remains under 10%. I believe a major reason penetration is so low is the ridicule the category is often subjected to, which keeps shoppers away from the self-tan aisle.”
She adds:
“A self-tan is the only safe way to tan. It is the only alternative to sun exposure and tanning beds, yet because of its reputation, it is often not a consideration for customers looking for a golden glow. I'm here to break that cycle.
“We did it once; we will do it again, even bigger and better.”
Vita Liberata