Vita Liberata uses tubes for many of its popular instant tanning products, including Body Blur, and they contain 30% PCR.

Vita Liberata caught our eye when we were looking for a brand to showcase on the cover of our June issue, which includes the feature, Why Tubes Have Become a Go-To Choice. The UK-based brand, founded by Alyson Hogg, uses tubes for many of its self-tanners and body makeup products. Vita Liberata’s tubes look luxurious, in warm beige and brown hues. 

The brand recently redesigned its packaging and elevated its look. Vita Liberata’s tubes ensure a mess-free application, which is so important for instant tanning products. “We chose tubes because they help make our products easy to apply,” says Hogg, the brand’s founder and CEO.

Caitlyn Leckey, creative director at Vita Liberata, led the brand’s redesign. The team at Vita Liberata collaborated with Gregg Dempsey at the Belfast-based Fourum Graphic Design to create the look for the new packaging.

PCR—& Color-Matched Caps

Eco-friendly packaging is important to the team at Vita Liberata, and all of its tubes are made with at least 30% PCR. The brand’s best-selling Body Blur, along with HA+ Deep Moisture Face Tan, ‘The Gradual Build’ Luxury Tan Lotion, and ‘The Lotion’ Tinted Lasting Tan are some of its products in tubes. 

Vita Liberata’s tubes are paired with color-matched flip-top, flow-through caps. “Flip top caps make it easier for MUAs, who are always on the move,” says Hogg. Brushes and mitts, sold separately, help make the user experience effortless and mess-free.

A Translucent Feature & Custom-Colored Labels

One highlight of Vita Liberata’s tubes is a transparent window near the bottom, designed to showcase the product color. Since the products are tinted to complement a range of skin tones, seeing the actual product color helps the consumer. 

Vita Liberata’s luxe tubes are decorated with custom-colored labels. “The challenge was to marry the color across different substrates,” says Hogg. A translucent window near at the bottom of the tube showcases the product color inside. This color also matches a stripe on the label. “Replicating a color is always a challenge, and it generally takes many iterations to get it just right,” says Hogg. 

On Our Cover: Body Blur is a Celeb Favorite

Vita Liberta’s best-selling Original Body Blur Illuminizing Body Makeup, featured on our cover, is a favorite among celebrity makeup artists. “Our Body Blur is practically on every Red Carpet,” says Hogg. 

Singer and Broadway star Nicole Scherzinger wore Body Blur on the Red Carpet at the 2025 Met Gala. Celebrity makeup artist Rokael Lizama applied the instant tanner, in shade Medium, using Vita Liberata’s Body Tanning Brush. 

“Scherzinger’s flawless, airbrushed glow showcased her white dress designed by Prabal Gurung,” Vita Liberata’s rep stated.