Sun lotion company Vacation has completed its series A fundraising round, raising US$6m.
The funding will be used to expand the Miami-based brand’s distribution nationwide via new retail partnerships.
It will also develop more “leisure-enhancing” sunscreen products, working with the likes of Carlos Huber, founder of Arquiste Parfumeur; Rodrigo Flores-Roux, Senior Perfumer at Givaudan; and Dr Elizabeth Hale, Dermatologist and Senior Vice President of the Skin Cancer Foundation.
Vacation will also use the money to recruit more in-house talent.
Investment has come from the likes of True Beauty Ventures, BFG Partners, Sonoma Brands and Marla Beck, the co-founder and former CEO of Blue Mercury.
Not to mention David Grutman, founder of Groot Hospitality, and Heela Yang Tsuzuki, co-founder and CEO of Sol de Janeiro.
Vacation was founded in 2021 by Marty Bell, Lach Hall and Dakota Green with the aim to make sunscreen “fun”.
The company has 1980s beach culture-themed branding and is best known for its whipped cream-inspired Classic Whip Sunscreen Mousse.
Vacation’s funding round was led by Silas Capital, a growth equity and venture capital firm that invests in consumer brands.
“Dakota, Lach and Marty have built an incredible brand that is bringing fun back to the sun care category,” said Brian Thorne, Partner at Silas Capital.
“While demonstrating the ability to break through the inefficiency of digital marketing today with innovative products and creative marketing – that is their unfair advantage.
“While the company is laser-focused on building a sizable business within sun care, we do believe that Vacation has the permission to extend into a wide array of adjacent categories, and the opportunity to ultimately become this generation’s Margaritaville.”
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