Innovations in mineral makeup continue in the beauty industry with the latest launch at Sephora. Global brand Vita Liberata, which is headquartered in Northern Ireland and has US offices in Rhode Island, staked its claim to fame in 2007 with an odorless self-tanning formulation. Now, the company is rolling out Trystal Minerals, which it calls the world's first self-tanning mineral bronzer.  
 
“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.”
 
Consumers agree. According to the company, Trystal Minerals sold out in its first two weeks on the Vita Liberata website (www.vitaliberata.com) with roughly $1 million in sales, and is still flying off of shelves nationwide. Known for its ground breaking pHenomenal Collection for a 2-3 week tan, the brand also recently rolled out its full tanning assortment to an additional 300 Sephora doors.
 
“With the launch of Trystal Minerals, we are excited to revolutionize the category yet again,” added Hogg. “This product offers an unexpected paradigm shift in tanning that truly blurs the lines between cosmetics and tanning.”  
 
Sold in more than 22 countries worldwide, Vita Liberata is also available in top spas including George V Paris, St Regis, Viceroy, Ritz-Carlton and Burj Al Arab, to name but a few. Celebrity fans include Gwyneth Paltrow, Sofia Vergara, Rita Ora and Ellie Goulding. The starlets must be drawn to the brand’s formula which, the company maintains, uses natural, certified organic and Ecocert ingredients and creates a tanning experience that conditions and nourishes the skin with Moisture Lock to hydrate skin for 72 hours.
 
The new 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. As it is applied with a kabuki brush, Trystal Minerals is billed as the first self-tanner to never come in contact with one's hands, according to the company. 
 
In addition to Trystal Minerals, the brand also recently introduced a luxurious Tanning Night Mask that is rich with HyH20 technology to provide an intense hydrating anti-age treatment and a radiant glow by morning. In keeping with its emphasis on sun safety and organic ingredients, the brand will also introduce two sunscreen SKUs this season: SPF 50 Passion Flower & Argan Dry Oil and SPF 50 Neroli and Argan Milk.
 
The brand was discovered by the Sephora Europe buyer; it wasn’t long before Vita Liberata was carried in Sephora USA, too.
 
“This was a really exciting development for us that led to shows on QVC,” recalled Hogg. “We were the fastest selling tan of all time at launch! Of course we continue to grow, particularly by revisiting our skin care roots with the new Argan Oil-based luxury SPF collection.”
 
And the company continues to expand, perhaps even beyond its sun care base.
 
“We are always working on new projects and technologies,” explained Hogg. “Right now we have a focus on tanning and sun protection—but in the future….well, let's say our technological capabilities are much wider than that!”