Local beauty brand secures lucrative Boots contract

Invest Northern Ireland has helped an innovative skincare company, Antrim-based Vita Liberata Limited, to secure a new contract with Boots the Chemist which could result in around £700,000 worth of new sales.

The contract will enable Vita Liberata to sell its two hugely successful fake tanning products exclusively to the wider UK market through the Boots chain, whilst strengthening Vita Liberata’s existing presence in the Republic of Ireland.

Entrepreneur Alyson Hogg established Vita Liberata at premises in Parkgate, Antrim in 2003. Commenting on the Boots contract, she said: “A contract with such an established high street name reinforces the reputation of our company and the quality of our product offering. Vita Liberata fake tanning products will now sit alongside key premium brands in Boots stores across the UK and Ireland, a move which will have a significant effect on our sales and brand positioning.”

Ms Hogg believes the fake tanning products were selected because they are quite unique, with very strong identity in terms of packaging

“Design has already had a positive impact on our business and is now an integral part of our forward growth strategy. Assistance from Invest NI helped me to design the Vita Liberata brand and develop new packaging, as well as market the entire range of products in new and existing markets. This support has been crucial to the ongoing growth of Vita Liberata and was certainly a factor in securing the Boots contract.”

Des Gartland, Manager of the Invest NI North Eastern Regional office adds: “I am delighted that Invest NI support has had such a positive impact on Vita Liberata’s growth. The skincare market is hugely competitive but with a respected and well established high street name now stocking their products, Vita Liberata will be able to add value to the brand and access thousands of new customers.”

The full Vitaliberata range of skincare and makeup is already available online and via selected independent stockists in Northern Ireland and ROI.