Vita Liberata, the premium tanning model recognized for its natural formulation, has been acquired by its founder, the Irish businesswoman Alyson Hogg for lower than $12 million. Vita Liberata makes each client {and professional} merchandise. Hogg bought the enterprise to Crown Laboratories in 2018. On the time of its unique acquisition, Vita Liberata was producing $62 million a yr in retail gross sales; present retail gross sales are $37 million.
Hogg declined to provide particular numbers, however stated the model was bought to Crown Laboratories for greater than $30 million.
In a press release, Hogg stated she is bullish on the class regardless of its low market penetration which she estimates to be underneath 10 p.c. “[Self-tanning] is rising because of science and innovation…a significant motive penetration is so low is the ridicule the class is usually subjected to,” stated Hogg.
Self-tanning merchandise have traditionally had ache factors akin to a nasty odour, transferring onto bedding or garments and a streaky or unnaturally darkish end. Hogg believes her extra luxurious, subtle formulation can mitigate these dangers and encourage shoppers to attempt self-tanning, particularly as issues round solar security develop.
Hogg will stay in her position as chief govt officer. “We did it as soon as, we’ll do it once more,” she stated.
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Go-To Pores and skin Care Purchased Again by Founder
Magnificence entrepreneur Zoë Foster Blake has regained management of Go-To, the skincare line she co-founded. A majority share of the corporate was bought to Melbourne-based magnificence producer BWX Restricted in August 2021 for 89 million Australian {dollars} ($60 million).
