Alyson Hogg, the visionary and founder behind Vita Liberata is boldly reclaiming her groundbreaking tanning and body makeup brand, resuming her position as CEO after re-acquiring the brand in 2024. Unveiling sleek new packaging and revolutionary organic formulas designed to nourish and care for the skin, the brand continues to focus on innovation that offers a safe and luxurious alternative to sun exposure. With melanoma diagnoses on the rise globally, Hogg’s return signals a passionate push toward promoting skin health through advanced self-tanning solutions.
“I returned to Vita Liberata because now more than ever, we must offer viable, healthy and beautiful alternatives to harmful sun exposure and dangerous tanning methods,” says Alyson Hogg, Founder & CEO of Vita Liberata. “Melanoma cases are surging worldwide, and it’s time for a brand to step up, not just by providing luxurious self-tanning products but by actively advocating for sun safety and raising awareness about skin cancer prevention.”
Hogg has passionately re-immersed herself back into Vita Liberata with a mission-driven approach, advocating for stricter regulations and mandatory warnings on sunbeds in the UK, while continuing to innovate with sophisticated, safe, and highly effective self-tanning products that are attainable for everyone. Now, she is looking to do the same in the U.S.
The rebrand introduces refined, luxurious packaging and newly enhanced formulations that harness the finest natural and certified organic ingredients, delivering gentle, skin-caring formulas that hydrate and nourish skin while you tan. Each product remains meticulously designed to deliver natural, flawless results without the health risks associated with UV exposure, ensuring everyone can experience the confidence that comes with beautiful, glowing skin.
