Crown Laboratories acquires Irish skincare brand Vita Liberata

Hildred Capital Partners’ Crown Laboratories has purchased Ireland-based skincare brand Vita Liberata for an undisclosed sum.

Non-toxic tanning brand Vita Liberata offers odourless products that are free from parabens, perfume and alcohol. In addition, they use the proprietary Advoganic Technology.

Dublin-based private equity firm Broadlake has supported Vita Liberata’s growth since 2012.

Following the acquisition, Vita Liberata’s founder and CEO Alyson Hogg will stay on as president of consumer brands for Crown Laboratories.

Vita Liberata’s products are sold at retailers such as Sephora, Ulta, Boots and Space in the US and Europe, as well as 26 countries worldwide.

Crown Laboratories president and CEO Jeff Bedard 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.”

Investment banker The Sage Group has provided corporate finance advice to Vita Liberata, while Centerview Partners acted as financial advisor and Lowenstein Sandler and A&L Goodbody served as legal advisors to Crown Laboratories.