Vita Liberata Sold to Crown Laboratories
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Vita Liberata Sold to Crown Laboratories
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Transaction
Overview
Our Partner firm, The Sage Group, advised Vita Liberata on its sale to Crown Laboratories.
Founded in 2003 by Alyson Hogg, Vita Liberata was the first completely non-toxic tanning brand combining cutting-edge skin chemistry with highly potent organic botanicals. The Company’s products harness the potency and efficacy of a proprietary AdvoganicTM Technology to create odorless products free from parabens perfume, and alcohol using ingredients that are natural, certified organic, and Ecocert.
The UK-based company sells at premium retailers in the US and Europe, including Sephora and Boots, as well as in more than 26 countries worldwide. The brand is the self-tanner of choice for the world’s top spas, including George V Paris, St. Regis, Viceroy, Ritz-Carlton, and Burj Al Arab.
In late 2016, the Company and its investor partner, Dublin-based Broadlake, engaged The Sage Group to serve as the exclusive financial advisor for the M&A transaction. Vita Liberata chose Crown Laboratories, a specialty pharmaceutical company focused on dermatology, and backed by Hildred Capital Partners.