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Vita Liberata

was acquired by Crown Laboratories

Founded in 2003 by Alyson Hogg, Vita Liberata was the first completely non-toxic tanning brand combining cutting-edge skin chemistry with highly potent organic botanicals. The Company’s products harness the potency and efficacy of a proprietary AdvoganicTM Technology to create odorless products free from parabens perfume, and alcohol using ingredients that are natural, certified organic, and Ecocert.

The UK-based company sells at premium retailers in the US and Europe, including Sephora and Boots, as well as in more than 26 countries worldwide. The brand is the self-tanner of choice for the world’s top spas, including George V Paris, St. Regis, Viceroy, Ritz-Carlton, and Burj Al Arab. 

In late 2016, the Company and its investor partner, Dublin-based Broadlake, engaged The Sage Group to serve as the exclusive financial advisor for the M&A transaction. Vita Liberata chose Crown Laboratories, a specialty pharmaceutical company focused on dermatology, and backed by Hildred Capital Partners. 

On meeting with the team at Sage for the first time, I found them to be not only very skilled and knowledgeable about the business of beauty, but also patient and supportive with a huge level of warmth and integrity and a sense of humor that I did not immediately expect from within the financial world.

– Alyson Hogg, Founder & CEO