Brand Story: Vita Liberata Luxury Tan

By on April 8, 2015, in Beauty Knowledge Center, Soft Surroundings

Why Are We Tanning the World by Colin Lewis, Director at Vita Liberata

Vita Liberata is a luxury tanning and skin care brand based in Ireland developed by Founder and CEO Alyson Hogg. Alyson saw a gap in the marketplace for a luxury self-tanner with unique skin care benefits combined, suiting the needs of women on-the-go, and so Vita Liberata became the brand made BY women, FOR women and WITH women in mind. Eager to destroy the stereotypical views of existing self-tanners, Alyson’s dream came to reality in the creation of Vita Liberata luxury tanning.

Pure ingredients, innovation and the desire to produce products that “actually work” have been key to Vita Liberata’s development philosophy. The company delivers simple yet clever skin care products that perform while being enjoyable to apply.

In 2007 Vita Liberata stormed the market and revolutionized sunless tanning. Following research involving 3 pharmacists, 2 formulators and 30 attempts, Vita Liberata created the World’s first odorless tan. In an independent survey, 99% found that the tan was completely odorless!


Following this, Vita Liberata developed pHenomenal – the world’s first 2-3 week tan with pHenO2 technology for the longest lasting tan result. This remains the world’s longest lasting tan to this day.

Vita Liberata’s mission is to achieve safe, healthy, glowing skin with non-toxic, odorless and organic products bursting with natural extracts to moisturize and hydrate skin. Vita Liberata gives beautiful natural bronzing in formulations that condition the skin while tanning it, with Odor Remove™ for zero smell, Moisture Locking for 72 hour hydration and the purest, certified organic ingredients for the ultimate tanning experience. The tan dries instantly and fades evenly like a natural tan.

Vita Liberata is famous for its safe tanning ethos, high quality ingredients and for making the world’s most sophisticated, luxurious tanning products. The brand’s focus on natural looking tanning without risking sun damage led to the development of a sun care collection that could be used to protect against and repair sun damage, while providing skin nourishment and anti-aging benefits.

Vita Liberata’s Sun Protection Collection now offers the most sophisticated anti-age SPF collection. This Sun Care Collection offers an advanced method of fighting sun damage, with lightweight, non-greasy formulations that care for the skin while protecting it. The superbly pure formulations enhance the Vita Liberata offering, allowing you to choose your preferred method of safe tanning, be it daily protection, self tanning, or both! All with natural, high quality products.