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Vita Liberata, the premium tanning brand known for its organic formulas, has been acquired by its founder, the Irish businesswoman Alyson Hogg for less than $12 million. Vita Liberata makes both consumer and professional products. Hogg sold the business to Crown Laboratories in 2018. At the time of its original acquisition, Vita Liberata was generating $62 million a year in retail sales; current retail sales are $37 million.
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