Turning forty proved to be a life changing event for our managing director Alyson Hogg.

Following a successful career as a model and television presenter Alyson retired from in front of the camera at the tender age of 26, to spend more time with her young family. But ever the entrepreneur, she was unable to sit back and relax, and instead restored a 400 year old barn added a couple of extra rooms, and opened a country house.

By her early thirties, it was back to university and a 1st class honours degree in Philosophy, followed by a spell of writing and broadcasting on moral and ethical issues.

Then as forty approached, and after a short illness and a brief stay in hospital, Alyson decided to take stock. Not so much of her life, as of the numerous beauty products collecting dust in her bathroom.

Alyson wanted products that would bring her skin back to life, but had ended up with so many bottles, making so many promises, she couldn’t work out which one to use first! Frustrated by expensive, complicated, ineffective and confusing skincare regimes, she decided to do some research of her own. The more she researched the more she wanted to create a range that worked really hard, was really simple, and most of all was really effective. Around that time a chance meeting with a leading laboratory in the UK led to Vita liberata. The anti ageing Coral Silk Skincare and Self Tan systems were born.

But beauty on the outside is also dependant on a beautiful inside. Having researched anti ageing supplements for a nutritional company, Alyson knew how effective they could be. She decided to create a system that worked from the inside out - INNER BEAUTY – as well as from the outside in. Thus we offer Marine Collagen, Hyaluron (from Green Lipped Mussel), Coral Calcium and the super effective Alpha Energy System (her personal favourite.)

The company has grown rapidly over the last two years, with ever increasing sales to salons (who are after all the experts in skincare), and fantastic reviews from the media.

Being the perfectionist she is, Alyson is determined to bring only perfect products to market. Her aim is to keep all the skincare regimes simple, utterly effective and exceptionally good value. ‘My greatest satisfaction is when my customers are happy with their product and our service. I’m very proud of Vita Liberata. I’m addicted to my own products, but best of all my customers tend to be addicted to them too!’