The fake tan that is making everyone look great!
Beauty Interview with Alyson Hogg, the founder of Vita Liberata.
Your Story…..
I suppose if you add it all together, I have always been a bit of an independent thinker, and I’m probably more leader than follower. This is because at school I used to get blamed for other people’s pranks, as I looked so much taller, older and more responsible. I figured, why am I taking the blame for things I haven’t done. Might as well start doing! It was a good strategy, and I suspect it hasn’t gotten me into as much trouble as merely sitting around waiting to be told what to do next! (Although, of course, I will never quite know if that suspicion is true.)
How did it all begin?
I was selling supplements on Sky shopping to help fund my PHD and the more I learnt about supplements the more I thought it must be possible to create more effective and simple-to-use products than were currently available. I made it my business to find a good pharmacist who I believed would be able to work with me to create the kind of products I wanted. I was right! We started with a small but very focused skincare range. From there we moved into colour cosmetics – focused and effective again. In 2007 we combined the knowledge of skincare and colour to begin to develop the tinted tanning range. It took a combination of three clever pharmacists, 30 trial formulas and rigorous testing to eventually hit upon Rich Silken Chocolate. The moment I put it on my skin I knew we were onto something spectacular. I made the biggest, some would say riskiest, business decision of my career, and decided to focus all my efforts on the achieving the perfect tan. The risk paid off, and here we are.
Why did you decide to use organic and natural ingredient in your tanning products?
The organic and natural ingredients were an obvious component, given our experience in the creation of luxury skincare. I also believe that the less chemicals in a product the better it has to be for your skin!
What makes Vita Liberata better than other self tanning products?
Everything! It is odourless for a start – the only truly odourless tan on the market. Others might claim it but we actually deliver. It also dries almost on contact without being drying to the skin. and because of all the beautiful natural extracts it fades perfectly every time.
BEAUTY TIPS:
How do you survive the winter blues?
I walk if we ever get any sunshine. I get as much natural daylight as I can. I keep toasty with lots of layers. But I live in Ireland so we are used to dealing with inclement weather. What we do is light fires and enjoy the company of others. I think the Danes have a similar attitude.
What 5 beauty products can you not live without?
Lip gloss, face tan, 24ct, my moisturiser (that I get the lab to make for me and my friends) sunscreen.
Your beauty secret?
Lots of water
Best beauty advice you have ever had?
Try to be happy in yourself. Stress plays havoc with your skin.
How important is it to you that the products you use on your skin are natural, organic, paraban free etc.?
Very. The skin is a very good protector, but it can still absorb nano-chemicals. I like to feel that I am not poisoning my body in order to make it look better.
CELEB FOLLOWING: Kelly Brook, Sienna and Savannah Miller, Tamara Beckwith, Erin O’Connor, Matt Cardle….the list goes on and on!
Are there any plans for bringing out a make-up line?
Certainly some bronzing products would be great, and I would like to revisit skincare. maybe even be generous and bring my wonderful moisturiser to market!
I love your site! Yael