‘Blue sky thinking is my favourite, but detail is my everyday’ Alyson says of her role as Founder, CEO and Creative Director at Vita Liberata.
Vita Liberata, specialises in the formulation, manufacture, sales and distribution of luxury cosmetic products.
Before her children were born Alyson worked in fashion and then television with BBC and UTV. When they were small she ran a country guest house while completing a philosophy degree. She was Communications Director for the Women’s Coalition during the peace process, and began her PhD research in Philosophy of Psychology. At 39, Alyson was remarried, had a blended family of five young children and was completely broke.
Alyson saw a gap in the market for multi active skincare. She borrowed money from her father and developed her first skincare range. In 2007, her pale Irish friends asked her to make self-tan. Such was the poor quality of products in the sunless category, Alyson and her chemist completely rethought formulation, removed all the barriers to use and created a real alternative to sun exposure, using pure organic ingredients combined with cutting edge skin chemistry.
The multi award winning brand now employs over 70 people worldwide, selling into 26 countries, with projected global sales of over £50m by 2017. With 95% export revenues Vita Liberata is the only beauty brand to achieve two consecutive Queen’s Awards for Enterprise, for rapid global growth.