Vacation, a “leisure-enhancing” skin-care-meets-sunscreen brand, has wrapped up a $6 million series A funding round led by Silas Capital (Ilia, ZitSticka, Cake, Makeup by Mario, Herbivore, Sakara Life, etc.), as well as True Beauty Ventures (Moon Juice, etc.), BFG Partners, Sonoma Brands, Marla Beck (co-Founder and former CEO of Bluemercury), David Grutman (founder of Groot Hospitality) and Heela Yang Tsuzuki (co-founder and CEO of Sol de Janeiro), among others.
- Sun Care Market Report: Top Trends & Brands (read or download)
The brand will leverage the new funding to develop new products and expand its U.S. distribution, including all doors of Ulta Beauty, Nordstrom and Anthropologie. It is also adding retailers such as Bluemercury, CIBO and Aerie. (Earlier this year, Ulta Beauty called out Vacation as a top-performing brand.)
Vacation is also targeting "leisure destinations” such as The Standard, Kith, Ace Hotel, Palisociety, Mondrian, Fellow Barber, C.O. Bigelow and more.
Furthermore, Vacation will continue to build out its team, which recently added London Nielsen-Krupski as senior vice president, sales and commercial strategy (previously at Bondi Sands, L’Oreal and PepsiCo), Ryan Bukstein as vice president of marketing (previously at Ace Hotels), Katrina Virani as vice president of product development (previously at Pacifica, The Honest Company, MAC Cosmetics and Korres) and Hannah Kollock as director of growth marketing (previously at Coola and Milk Makeup).
“Dakota, Lach, and Marty have built an incredible brand that is bringing fun back to the sun care category, while demonstrating the ability to break through the inefficiency of digital marketing today with innovative products and creative marketing–that’s their unfair advantage,” said Brian Thorne, partner at Silas Capital and head chair of the Jimmy Buffett Excellence Committee at Vacation. “While the company is laser-focused on building a sizable business within sun care, we do believe that Vacation has the permission to extend into a wide array of adjacent categories and the opportunity to ultimately become this generation’s Margaritaville.”