Huns That Hustle: Alyson Hogg of Vita Liberata

In honour of International Women’s Day, we chatted with ten kick-ass, powerful women who have broken through the glass ceiling and founded their own beauty brands.  


Meet Alyson Hogg, former television presenter, and founder and CEO of the world’s first non-toxic tanning brand, Vita Liberata. 

Founded: 2003 

Location: London/New York City 

Motto: “Never assume, never presume, lots is not a number, soon is not a time, big is not a size, far is not a distance, and nice is not a description!” 

On how she grew her business… 

“I visualised where I could be in five years and then worked out the steps towards that. I built a team of highly intelligent, committed people (mostly women) who were passionate about the business and the product.” 

On how her experience in politics has helped her business… 

“Life is, unfortunately, full of politics, especially in business. I’ve learned that women tend to be humble, which is a huge strength, and that men like to play politics.” 

On the best piece of advice she’s received… 

“Find meaning in what you do, remember to laugh, and trust your gut.” 

On how she juggles her work/life balance… 

“I am rarely not working, but when I do find time to relax, I spend time on my boat. It’s my happy place because it allows us to sleep in the same bed every night but still keep exploring and discovering.”