VITA LIBERATA Introduces 2015 Tan Innovation and Expanded Retail Distribution

Renowned skin finishing brand disrupts the tanning category with a never-before-seen launch

Feb 26, 2015, 07:36 ET from VITA LIBERATA

NEW YORK, Feb. 26, 2015 /PRNewswire/ -- Globally renowned tanning brand VITA LIBERATA takes disruptive tanning technology to the next level at Sephora this month with the introduction of Trystal Minerals, the world's first self-tanning mineral bronzer. Known for its ground breaking pHenomenal Collection, the world's first 2-3 week tan, VITA LIBERATA continues to illustrate its keen innovative eye with its latest product addition. Celebrating a strong consumer following since its U.S. debut in 2013, the brand also announces the rollout of its full tanning assortment to over 300 Sephora inside J.C.  Penney doors beginning March 5th.

"Taking the fear out of tanning is at the core of what we do," said Alyson Hogg, Founder and CEO of VITA LIBERATA. "Our unique non-toxic, organic, quick-drying formulas, Odour Remove™ and moisture locking technologies and our natural fade are what make our brand so accessible and easy-to-use. With the launch of Trystal Minerals, we are excited to revolutionize the category yet again. This product offers an unexpected paradigm shift in tanning that truly blurs the lines between cosmetics and tanning."  

Trystal Minerals features Trystal3™ technology, which combines instant pure mineral bronzing with long lasting tan results. This "crystal" technology allows DHA to activate from a dry crystalline form when placed in contact with skin that has been equipped with a layer of moisturizer or liquid foundation. Applied with a kabuki brush, Trystal Minerals is the first self-tanner to never need to come in contact with one's hands. 

In addition to Trystal Minerals, VITA LIBERATA also introduces a luxurious Tanning Night Mask this month rich with HyH20™ technology that provides an intense hydrating anti-age treatment and a radiant glow by morning. Utilizing macro molecules from Shea butter and bees wax, the anti-age actives within the mask remain protected from degradation until they are metabolized on skin providing more effective anti-age results.

In keeping with its emphasis on sun safety and organic ingredients, the brand will also introduce two sunscreen SKUs in March: SPF 50 Passion Flower & Argan Dry Oil and SPF 50 Neroli and Argan Milk. 

All new launches will be available at select Sephora and select Sephora inside J.C. Penney doors joining the brand's existing assortment inclusive of Rapid Tan Self-Tanner, the Fabulous Collection, the pHenomenal 2-3 Week Tan Collection and Tanning Mitts. The Tanning Night Mask and SPF launches will receive full distribution across all Sephora doors and Sephora inside J.C. Penney doors at select moments in time throughout the summer.

Since 2003, VITA LIBERATA has been transforming the beauty market as a result of its innovative approach to self-tanning. VITA LIBERATA offers an extensive range of at-home products, including mousses and lotions in tinted and untinted formulas to suit every skin type and tone. VITA LIBERATA became the world's first completely non-toxic tanning brand in 2011 making it the healthiest way to achieve an even bronzed glow. Additionally, VITA LIBERATA offers a variety of professional spray tan formulas - tinted and untinted. VITA LIBERATA is a brand made by women, for women and with women in mind. Learn more about VITA LIBERATA by visiting