Crown Laboratories Buys Vita Liberata

Crown Laboratories, Inc. a specialty pharmaceutical company focused in dermatology and a Hildred Capital Partners, LLC (“Hildred”) portfolio company, has acquired Vita Liberata, an Ireland-based company with advanced organic formulations, specializing in sunless tanning and skin care products.


Founded in 2003 by Alyson Hogg, Vita Liberata calls itself the first to market with “a completely non-toxic tanning brand.” This collection of odorless products is free from parabens, perfume and alcohol. Vita Liberata products utilize the company's proprietary AdvoganicT Technology, which combines skin chemistry with highly potent organic botanicals. The technology fully releases the premium ingredients' potential, enabling skin care benefits that are superior to those found in formulas using traditional cosmetic chemicals. Vita Liberata's collection is sold in premium retailers across the US and Europe, as well as in more than 26 countries worldwide. The brand maintains that it 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.  Ms. Hogg will stay on as President of Consumer Brands for Crown Laboratories.


“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,” said Jeff Bedard, Crown Laboratories president and CEO. “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 skin care innovation.”


“The harmful effects of UVA and UVB exposure are undeniable, and skin cancer rates continue to rise worldwide,” said Hogg. “Before Vita Liberata, few natural alternatives existed. Our ingredients are natural, certified organic and Ecocert—the purest in the tanning world. Crown and Hildred have a genuine understanding of the sun care market and a very impressive vision for the Vita Liberata brand.  We are thrilled to partner with them to leverage Crown's strong positioning within the dermatology space and advance our mission of making self tanning a viable alternative to sun exposure for all.”


“Hildred's goal for Crown is to build value by providing the company with the flexibility needed to foster organic growth while leveraging our experience to identify products that would complement Crown's current offerings and contribute to accelerated growth,” said Hildred Partner David Solomon. “With a distinctive portfolio and an impressive track record of growth, Vita Liberata is a very exciting opportunity and a natural fit with Crown. As we mentioned at the time of the Crown acquisition, we will continue to actively look for interesting acquisitions, licenses and partnerships as we seek to build upon the growing overlap between medical, aesthetic, and over-the-counter dermatology.”


Financial terms of the transaction were not disclosed.


Crown Laboratories, Inc. is a privately held, fully integrated, specialty pharmaceutical company, focused in dermatology, and committed to developing and providing a diverse portfolio of pharmaceutical and consumer products, which improve the quality of life for its customers. Crown Laboratories is an innovative company, whose Blue Lizard Australian Sunscreen and robust portfolio of dermatological products have paved the way for Crown Laboratories' rapid growth. Crown Laboratories' prescription portfolio includes key branded products AlaScalp, AlaQuin, Daxbia and Dermasorb HC & TA Kits. For more information about Crown Laboratories or its products, visit www.crownlaboratories.com.