Vita Liberta Founder & Ceo, Alyson Hogg, Finalises Sale of Company

Vita Liberta Founder & Ceo, Alyson Hogg, Finalises Sale of Company

EY Entrepreneur of the Year finalist, Ms Hogg formed Vita Liberata in 2003 developing the first completely non-toxic tanning brand and expanding into a collection of odourless products free from paragons, perfume and alcohol.

The award-winning brand, under the direction of Ms Hogg, has experienced phenomenal growth and now possess an impressive celebrity fan base, including Emma Watson and Sofia Vergara,  is sold in premium retailers across the US and Europe and is the self tanner of choice for world-class spas including George V Paris, St Regis, Viceroy, Ritz-Carlton and Burj AI Arab.

Alyson Hogg will stay on as President of Consumer Brands for Crown Laboratories.

Belfast commercial law firm, Davidson McDonnell, advised Ms Hogg throughout the transaction.
Alyson Hogg commented “I literally could not have completed the deal without Vicky and Raymond. Their expertise, sensitivity and smarts were invaluable to me”.

Vicky Dummigan of Davidson McDonnell added “We are delighted to work with Alyson on this transaction and would like to wish her, as well as the wider Vita Liberata team, every success in continuing to grow the business with Crown. This deal once again highlights Davidson McDonnell’s ability to add value though specialist Corporate advice on high-profile complex transactions”.


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