Alyson Hogg, who founded the luxury tanning brand Vita Liberata in 2003, has reacquired it from Crown Laboratories.WHO: Founded in 2003 by Alyson Hogg, Vita Liberata is a nontoxic tanning brand, with a collection of odorless products free of parabens, perfume, and alcohol. Vita Liberata products employ the company’s proprietary Advogani Technology, which combines cutting-edge skin chemistry with highly potent organic botanicals. The technology fully releases the premium ingredients’ potential, enabling skincare benefits that are superior to those found in formulas using traditional cosmetic chemicals. The range is sold in premium retailers across the US and Europe, as well as in more than 26 countries worldwide. The brand 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.Hildred Capital Partners–backed 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, including StriVectin, Blue Lizard, PanOxyl, Sarna, Keri, Zeasorb, Desenex, Mineral Ice, and Sulfo Lo.WHY: In a statement, Hogg said she is bullish on the category despite its low market penetration, which she estimates to be under 10%. “[Self-tanning] is growing thanks to science and innovation…a major reason penetration is so low is the ridicule the category is often subjected to,” said Hogg.IN THEIR OWN WORDS: "The category is growing thanks to science and innovation, yet its market penetration remains under 10%.