Vita Liberata acquired by US pharmaceutical company

Professional tanning brand Vita Liberata has been sold to US pharmaceutical company firm Crown Laboratories in a deal estimated to be worth 155 million AED.
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.”