Alyson Hogg has resumed her role as CEO of Vita Liberata, a brand she founded, after re-acquiring it in 2024. The brand is introducing new packaging and organic formulas aimed at enhancing skin health while providing self-tanning solutions. With an increase in melanoma cases globally, Hogg emphasizes the importance of offering safe alternatives to sun exposure and harmful tanning methods.
In her renewed leadership, Hogg is advocating for stricter regulations regarding sunbeds in the UK and plans to extend these initiatives to the U.S. market. The rebranding includes luxurious packaging and formulations that utilize natural and certified organic ingredients, ensuring that the products not only provide a tan but also hydrate and nourish the skin.
Vita Liberata’s self-tanning and body makeup collection features several products, including a tinted lotion that lasts over four days, a BB/CC cream that enhances complexion, and a body makeup designed for a flawless finish. The brand also plans to innovate further in 2025 by introducing new tanning tools, such as back applicators and specialized brushes, to facilitate a salon-quality tan at home. Hogg’s commitment to promoting skin safety and health through advanced self-tanning solutions is central to the brand’s mission.