Irish skincare brand Vita Liberata sold to US company

Ireland-based organic skincare and cosmetics company Vita Liberata has been acquired by US specialty pharmaceutical company Crown Laboratories for an undisclosed sum.


Photo: Vita Liberata

A favourite of celebrities including Emma Watson, Sofia Vergara and Alessandra Ambrosio, Vita Liberata was founded in 2003 as a non-toxic tanning brand. Its products are free from parabens, perfume and alcohol, using instead highly potent organic botanicals and proprietary technology to create a glowing tanning effect.

In addition to tanning products, Vita Liberata sells anti-age skincare, face and body make-up, and travel essentials.

Founder Alyson Hogg commented: “The harmful effects of UVA and UVB exposure are undeniable, and skin cancer rates continue to rise worldwide. Before Vita Liberata, few natural alternatives existed. Our ingredients are natural, certified organic and Ecocert.”

“We believe the Vita Liberata product line and the company’s strength in premium retail are a terrific complement to Crown’s Blue Lizard sunscreen brand and builds on Crown’s consumer healthcare products strategy in the dermatology space,” added Jeff Bedard, Crown Laboratories President and CEO.

Vita Liberata’s products are sold in premium retailers, such as Space NK, across the US and Europe, as well as in more than 26 countries worldwide.

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