Vacation Appoints Nelson Miranda as CEO to Propel Growth

In a strategic move to enhance its growth trajectory, sun care brand Vacation has appointed Nelson Miranda as its new CEO. Miranda, who boasts extensive experience from two decades at Procter & Gamble and leadership roles at Revlon, previously served as CEO of DeMert Brands, the parent company of Not Your Mother’s.

Launched five years ago, Vacation has quickly gained popularity, with products available at major retailers such as Walgreens, Target, and Sephora. Co-founder Dakota Green expressed the need for Miranda's expertise to elevate the brand further, stating, "We wanted to bring someone in who can unlock that next level of growth, so we can continue to focus on brand and product." Miranda aims to increase brand visibility through innovative collaborations, like the recent partnership with Pepsi.

Vacation is poised for further expansion in the U.S. market, targeting new retailers and channels over the next five years. Following a minority stake investment from VMG Partners in March, the brand's net sales are reported to be between $60 million and $75 million as of 2025. Robin Tsai of VMG Partners noted Vacation's impressive rise in market share, moving from 24th to 13th in U.S. sunscreen sales in just a year, emphasizing its potential for significant growth.

Source: wwd.com