Sunday, 10 July 2022

Beauty History | Vita Liberata


Vita Liberata was founded in Northern Ireland in 2003 by Alyson Hogg, whose vision for the brand came from a desire to produce products that actually work. The brand originally offered skincare and colour cosmetics, however Alyson's experience in these fields lead to the development of the famous tanning range we know and love today.

Alyson began exploring the formulation of self tan in 2007 and, in 2011, Vita Liberata rebranded and reformulated its entire range of products in order to become an 80% organic tanning brand that was dermatologically tested, free from odour, and packed with a super-nourishing ingredients. At the time, the self tan market was dominated by biscuit-scented, orange-hued lotions that left skin dry, streaky, and prone to patchy fading. Vita Liberata relaunched to provide a vast assortment of fast-drying, naturally-fading, and well-scented fake tan formulas that suited the need of all customers.



All Vita Liberata formulas are free from alcohol, perfume, and parabens, and are instead bursting with natural skin-benefitting extracts, ensuring the skin is pampered whilst being bronzed. Vita Liberata refer to this as Advoganic Technology, which stands for 'advanced organic'. Advoganic Technology is the name for a collection of technologies that combine "cutting edge proprietary skin chemistry with highly potent organic botanicals, to fully release their potential, enabling skincare benefits that are vastly superior to those found in formulas using traditional cosmetic chemicals". The ingredients that make up Vita Liberata's Advoganic Technology include marula oil, melon, bitter orange, grape seed, witch hazel, cucumber, gingko biloba, shea butter, and aloe vera.



Vita Liberata has a full range of products that deliver a gorgeous golden glow. The brand offer everything from gradual tanners and skin polishes, to face tanners, SPFs, and tanning application mitts, with prices ranging from £4 to £34 ($4.50 - $44). Hero products include Body Blur, Invisi Foaming Tan Water, Fabulous Self Tanning Gradual Tan Lotion, Self Tanning Anti Age Serum, and the famous pHenomenal 2-3 Week Tan Mousse - the first and only tan in the world that lasts up to 4 times longer than regular tans!

Vita Liberata is available worldwide. If you live in the UK, you can find the brand at Boots, lookfantastic.com, and feelunique.com. If you're stateside, you can get your fix at violetgrey.com and vitaliberata.com.

To find out more, visit vitaliberata.co.uk.


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