Vita Liberata acquired by US pharmaceutical company

Professional tanning brand Vita Liberata has been sold to US pharmaceutical firm Crown Laboratories in a deal estimated to be worth £30m.

Alyson Hogg, who founded the Irish tanning brand in 2003, has been promoted to president of consumer brands for Crown Laboratories, a privately held speciality pharmaceutical company focused on dermatology.

Hogg will oversee Vita Liberata as well as Blue Lizard Australian Sunscreen. She commented: “Crown and Hildred have a genuine understanding of the sun care market and a very impressive vision for the Vita Liberata brand. We’re thrilled to partner with them to leverage Crown’s strong positioning within the dermatology space and advance our mission of making self-tanning a viable alternative to sun exposure for all.”