Alyson Hogg – founder and CEO of Vita Liberata established the brand in 2003, and since then she has been the inspiration behind the brand’s phenomenal success. In 2007, Alyson chose to focus specifically on tanning products, taking an entirely new approach to the industry.“The majority of tanning solutions on the market were not without their downfalls; often the formulas smelled bad, left streaks, dried out the skin and left users looking orange! We wanted to address these issues and once and for all change the public’s expectations and presumptions towards self-tanning. We wanted to create a tanning experience that was actually pleasant, and for once gave natural looking results that were kind to the skin. I ultimately believe there were two essential elements involved in achieving this: revolutionary skin chemistry, and a woman’s touch! It took the combination of a great chemist and someone who uses and cares passionately about the end product.”

“Coming from a country where people can be very pale indeed and where skies can be dramatic but rather grey, I wanted our products to remind people of that holiday feeling, glowing healthy skin, blue skies and sunshine! With Vita Liberata, those feelings are not interrupted by nasty smells, sticky skin and streaky results. It’s literally what Vita Liberata stands for – Free Life!”

Vita Liberata subsequently stormed the market and revolutionised sunless tanning. Following careful research involving 3 pharmacists, 2 formulators and 30 different attempts, we created Rich Silken Chocolate, the World’s first odourless tan. This innovative progression in tanning was put to the test and in an independent survey, 99% found that the tan had no smell, both in the bottle and on the skin!