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Founder and CEO of Vita Liberata, Irish-native Alyson Hogg has enjoyed a professional career that has spanned broadcast news, academia, hospitality, politics and beauty.


Vita Liberata began life as an anti age skin care line back in 2003, and it is with all this knowledge that Alyson began to explore the formulation of self tan in 2007. Determined to remove all the barriers to use that were normally associated with self tan, her focus came to reality in the creation of Vita Liberata with its Moisture Locking and Odour Remove™ technologies. With a fast drying quality and natural-fade, Vita Liberata’s vast assortment of formulas was able to suit the need of all consumers.


True to her commitment to pure ingredients, Alyson declared Vita Liberata as the world’s first completely non-toxic tanning brand in 2011, making it the healthiest way to achieve an even bronzed glow.

“On a daily basis I create innovative formulas,
package them in ways consumers will understand
and bring them to shelf for Vita Liberata.”

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