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.

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

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