Behind the Brand with Alyson Hogg, Founder & CEO of Vita Liberata

0 Posted by - August 13, 2013 - Behind The Brand, General

Alyson Hogg

 In our interview with Alyson Hogg, we gain an insight into the brains behind the tanning brand that has won the hearts of us all including celebrities like Holly Valance, Kelly Brooke, David Hasselhoff & many many more, Vita Liberata. 

What prompted you to create Vita Liberata tanning range?

I was wanting to create a range for crazy busy women always on the run, like me. Something so dependable and results driven that you never have to ask ‘will it work?’ Something that takes up nearly no time. Something as pure and non toxic as possible. Vita Liberata is Italian for ‘Liberated life’ and that is at the heart of everything we do… that and a good dollop of joy!

What is a typical day in the life of Alyson? 

Vita Liberata Skin Peptide Mist

Oh Lord. When I am at home, I typically wake around 4am and try to catch the last of whatever is needing considered for the USA as they are 5 to 8 hours behind. Then I go back to sleep until around 6.30am and then start to deal with their answers. I try to do some excercise but honestly by the time I get through the first round of emails at 8.30am the second lot from the UK start coming in. If I am travelling I eat a good healthy breakfast of fruit and yogurt. If I am at home I will probably miss breakfast altogether and go straight to the office. Then someone will get me a double espresso, a tea and even a coke zero, to give me the kick I need! On an office day I will … what don’t I do? Check on everyone and what they are doing, including new product development trials, design, marketing, digital, international, salons, finance, logistics and of course PR across the world. I know everyone, or get to know everyone (we seem to be bigger every time I come home) and I encourage them all to raise any concerns while I am there. But of course I also have a top team and I spend most of my time with them. On a travel day it’s all airports, taxis and emails on the go.  I thought I would have more time to enjoy the places I see, but usually it amounts to maybe an hour here or there interspersed with… yes….emails. I travel a lot with my husband, who is also the International Sales Director, so that really is a total bonus. We do try to take time to eat in the evening when travelling, in the States it is usually a salad, which is often the size of a small field!

The last time we were in San Franciso, our Brand Manager ordered a carrot cake and I swear it was the size of her head! The west coast timing difference is all wrong for me, and I generally want to go bed at 7pm. Colin struggles to keep us both awake until after 9pm. Meaning of course I am back up and at 2am, emailing the office at 10am their time. I’m a bit of a child when it comes to body clocks! Directing has become such a big part of my job. I try to tweet, blog or instagram but it can be difficult to find the time (between the emails). I really should try to do more.  I do see some wonderful sights as I travel though. When I am home I finish the day in the office usually around 7.30pm. We used to have more time to cook but often now its something quick like salads. I really must make time for the gym! If my daughter Caitlyn is home we chat and chitter. If not I collapse in front of the telly at about 9 or 10pm with a book and promptly fall asleep for an hour. Then wake up and go to bed. 

So the essence of my day? Do what needs to be done at whatever time of day it needs to be done, in what ever timezone until I can’t keep my eyes open any more. I’m quite good at cat napping too!

What is your favourite part of your job?

Making amazing products, then working with my guys at home to describe them, give them names and design what they will look like on shelf. Then selling them to delighted customers. Yes I know… that isn’t just one thing. But it all melds in together.

Vita Liberata Phenomenal Tanning Mousse

What’s the one thing about your job that people might not know? 

That it is as much to do with finance, cash flow, banks and forecasts as with new product design (NPD), design and marketing.

What is your favourite Vita Liberata product?

pHenomenal Fair and the Skin Plumping Peptide Mist. Oh and Warm and Deep Face..I can’t choose!

Excluding Vita Liberata, what is the one beauty product you cannot live without?

YSL Shocking Mascara.


Vita LIberata Superfine Polish

Knees, elbows and the back of the hands are notoriously difficult to get right. Do you have any tips for our readers to get a more natural result?

Think about achieving a natural effect as if you just stepped off the beach. The skin of the knuckles, elbows, knees and heels is dryer and will tan darker than other skin. So the big secret is to exfoliate these areas particularly well prior to tanning, and wipe them with a damp cloth after you apply the tan. A few moments of exposure to the tan is usually enough to get just the right amount of colour.  Always avoid tanning the heel of the hand, and ensure you wipe the palm of the hand, and between the fingers – suntanned hands don’t have colour between the fingers and on the palms! To get the perfect ‘beach feet’, imagine standing on the beach in Ibiza. The sun can only reach the tops of your feet – the sides and soles would stay white, as they nestle in the soft sands! So only tan along the top of your feet and only use the remaining residue of tan on the mitt, so that you don’t make them too dark.

Vita Liberata is the tan of choice for many celebrities, which VIP would you most like to meet and tan?

Oh gosh, I’m not sure…the girls in the office said they would love to have met and tanned Marilyn Monroe as she’s stunningly beautiful, a true liberated woman and would look incredible with a phenomenal tan!

What is next on the horizon for Vita Liberata? 

Russia…watch this space.

Quick Fire Five

Favourite Food  : Rocket and parmesan salad with Balsamic and a cold cold glass of Sancerre

Favourite Place : Las Bisbal Demporda in Spain, Romanya de la Selva in Spain and the Maldives.

Favourite Film : It’s a Wonderful Life. It’s sooo cheesy, all about hope over despair and the good guy wins.  That and the Blues Brothers.

Favourite Shop : Barneys NYC, and this lovely tiny place in begur (Northern Spain) that I don’t know the name of.

Favourite Book : Perfume and Kite Runner come to mind.

It is no wonder the Vita Liberata brand has grown from strength to strength. Alyson, you are an inspiration to us all and proof that succes is a combination of hard work, talent and determination. Thanks so much for taking the time to chat with us and we can’t wait to see what you have up your sleeve next for Vita Liberata xx

Shop the full Vita Liberata Collection here.

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