Vita Liberata Sold to Crown Laboratories
Vita Liberata Sold to Crown Laboratories
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.
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