Fragrance house

Vita Liberata

Founded by Alyson Hogg in Ballyclare, Northern Ireland, in 2003, Vita Liberata began as an anti-age skincare line. In 2007, after customers asked for a better self-tan, Hogg began developing self-tanning products, guiding the brand toward sunless colour and body-complexion care. Its identity emphasizes natural or certified-organic ingredients, skin care, and avoiding UV exposure. During its move into self-tanning, Vita Liberata developed Moisture Locking and Odour Remove technologies. Crown Laboratories later incorporated the brand into its beauty portfolio, describing the business as Crown Beauty, maker of Vita Liberata and NKD SKN sunless-tanning brands. Hogg re-acquired Vita Liberata from Crown in 2024. Following the reacquisition, the brand relaunched with a refreshed visual identity and formulation approach, renewed leadership from Hogg, and messaging focused on skin health and a natural-looking glow without UV exposure.