Since its launch in 2003, Vita Liberata has become one of the world’s leading nontoxic self-tanning companies, available in more than 26 countries. Over the past six years, the company has grown at a rate of over 30 percent CAGR, and was acquired by Crown Laboratories, Inc. in January, which will allow it to leverage Crown’s strong positioning within the dermatology space. Vita Liberata’s founder, Alyson Hogg, a busy mom of five, first launched the brand as a skin care company, before focusing on self-tan formulas, leading her to develop the world’s first odorless tan in 2007, and the first non-toxic tanning brand in 2011.

“I became aware of the concerns around certain cosmetic chemicals in 2007, which was when we decided to substitute organic extracts into our new formulations,” explained Alyson. “By 2011 we had learned enough about organic chemistry to be able to entirely remove any chemicals of concern from our tool box, without compromising efficacy or quality. And so, we did! I have daughters and female friends and family who deserve nothing less.”

This year, the company is expanding its portfolio with the launch of several new products that will emphasize its original skin care background.

“We never left our skin care roots. It runs through every formulation we have developed in the last ten years,” explained Alyson. “Alongside our work in tanning we also have been researching and developing therapeutic skin solutions created from organic botanicals, particularly around psoriasis and eczema. In doing this work we realized we could bring many of the benefits of these technologies to general skin care ranging from soothing inflammation and redness to controlling sebum and infection. So now that we have the technologies to release this level of activity from organic ingredients, we thought, let’s do it!”

The first of the launches, Body Blur Sunless Glow, became available this month in three shades (Latte Light, Latte and Latte Dark), and is sold exclusively at, retailing for $45. The product is a meant to multitask as a body makeup to blur imperfections, a seven-day self-tanner and a skin hydrator featuring conditioning agents of shea butter and tocopheryl acetate (a source of vitamin E). Later this month, the company will debut Illuminaze ($39) on and, marking its first foray into the complexion category. The tinted veil, available in light and medium, offers sheer coverage and features macadamia oil for its anti-aging properties and organic aloe and argan to nourish skin. In March, Invisi Mouse ($39), a foaming tan water, will launch with three shades (Light/Medium, Medium/Dark and SuperDark) at Ulta Beauty stores and online at, and The clear, transparent liquid is dispersed as a white mousse and is meant to tint and hydrate the skin, while fading gradually like a natural tan. Finally, Body Whip ($50), a skin firming moisturizer infused with green algae will launch in April. To promote the products, the brand will be working on digital marketing campaigns, which will include partnerships with influencers. Additionally, Alyson will appear in an on-air segment on QVC later this year.

There are additional product launches planned for the fall, as Vita Liberata is aiming to grow to a $45 million business in the next five years across skin care and tanning. The brand anticipates continued growth in the U.S. market, as well as with key strategic partners in the U.K. and Europe, where Alyson says they are seeing strong growth potential with new partners across the whole European market.