Crown Laboratories Acquires Vita Liberata


Ireland-based Vita Liberata, a company specializing in sunless tanning and skin care products, has been acquired by specialty pharmaceutical company, Crown Laboratories, Inc, for an undisclosed amount. 

Founder of Vita Liberata, Alyson Hogg, will stay on as president of consumer brands for Crown Laboratories. 

Jeff Bedard, president and CEO of Crown Laboratories, said, "We believe the Vita Liberata product line and the company’s strength in premium retail are a terrific complement to Crown’s Blue Lizard sunscreen brand and builds on Crown’s consumer healthcare products strategy in the dermatology space. Alyson and her entire team have done a remarkable job disrupting the self-tanning space, and we look forward to welcoming them to the Crown family. We will work together to continue to provide high-quality products that are at the forefront of skincare innovation.”

Hogg added, "Before Vita Liberata, few natural alternatives existed. Our ingredients are natural, certified organic and Ecocert – the purest in the tanning world. Crown and Hildred have a genuine understanding of the sun care market and a very impressive vision for the Vita Liberata brand. We are 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.”

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