Vacation Raises Fresh Investment from VMG Partners
Vacation's Nostalgic Sunscreen Brand Wins Major Investment from VMG Partners
Vacation has raised some fresh investment, WWD has learned.
Sources told WWD that a deal with VMG Partners, which has previously invested in Kosas, K18, Drunk Elephant and more, closed in recent weeks. While the size of the deal could not be learned, it is understood to be for a minority stake. In 2025, sources said the brand had net sales between $60 million and $75 million.
Neither Vacation nor VMG responded to requests for comment by press time Monday. VMG, however, has listed the brand on its website as a part of its portfolio.
VMG is the latest investor in the buzzy sunscreen brand, which already counts True Beauty Ventures, Silas Capital and more as investors. Vacation is known for its nostalgic takes on branding and marketing, its Rodrigo Flores-Roux scents in its formula (coordinated with fragrance developer and Arquiste founder Carlos Huber) and unconventional formats.
"We wondered, with a bit of creativity, could we create a sunscreen brand that wasn't a chore to wear, something you actually look forward to wearing, something you want to pose with, something you want to tell your friends about, and something like your favorite book or sunglasses that would actually enhance your moment in the sun," cofounder Lach Hall said at WWD's Beauty CEO Summit last year.
"People see our products as collectible and end up taking multiple items down the beach," Hall continued. "Most importantly, when using our product, it really sparks that joy and gets people to talk and write about us and take photos, so much so that we get about 5 million views per week from TikTok and social media."
It's the latest in a flurry of deals of various sizes and categories. On March 23, the Estée Lauder Cos. and Puig both confirmed they are in talks about a potential merger (and did so the same day Advent International announced it had acquired a majority stake in body brand Salt & Stone). Shortly thereafter, Henkel revealed it was acquiring Olaplex, and Prelude Growth Partners snapped up a stake in hair brand KilgourMD.
