THE WHAT? US sun care brand Vacation has appointed Nelson Miranda as Chief Executive Officer, bringing in the former Not Your Mother’s CEO to accelerate the brand’s next phase of growth following investment from VMG Partners.
THE DETAILS Miranda joins Vacation after serving as CEO of DeMert Brands, parent company of Not Your Mother’s, which was acquired by Henkel in 2026, and previously held senior roles at Procter & Gamble and Revlon. He will work alongside co-founders Dakota Green, Lach Hall and Marty Bell, with priorities including expanding US distribution, pursuing collaborations and driving product and format innovation. Vacation is currently stocked by retailers including Target, Walgreens, Costco and Ulta Beauty, as well as Sephora.com, and generated estimated net sales of US$60 million to US$75 million in 2025. VMG Partners acquired a minority stake in the business in March 2026.
THE WHY? The appointment signals Vacation’s transition from an emerging sun care brand towards a more scaled beauty business, with Miranda’s experience expected to support further retail expansion and operational growth while allowing the founders to maintain their focus on brand and product development.
Source: WWD
