Nelson Miranda leads Vacation’s next stage of growth

Madison Clarke 08/28/2026

A major shift is underway in the sun care landscape as the brand Vacation sets its sights on the next level of growth, bringing in a powerhouse executive to lead the charge. Vacation has officially appointed Nelson Miranda as its new Chief Executive Officer, signaling an exciting transition from an emerging brand to a fully scaled beauty powerhouse.

Miranda brings a distinguished pedigree to the table, having previously served as the CEO of DeMert Brands, the parent company of Not Your Mother’s. His extensive background includes senior roles at industry giants like Procter & Gamble and Revlon, offering a wealth of operational and commercial expertise that is perfectly positioned to propel Vacation forward.

This strategic move was fueled by recent investment from VMG Partners, which acquired a minority stake in the business in March 2026, providing the necessary capital and vision to accelerate the brand’s expansion.

Under Miranda’s leadership, the focus will be squarely on scaling the business and maximizing its reach. His mandate includes expanding US distribution across key retail channels and pursuing innovative collaborations that will define the brand’s future.

The team behind Vacation, co-founders Dakota Green, Lach Hall, and Marty Bell, will now work closely with Miranda to execute this vision. Their priorities center on driving product and format innovation while solidifying the brand’s operational growth.

Vacation is already enjoying a strong market presence, currently stocked by major retailers including Target, Walgreens, Costco, Ulta Beauty, and Sephora.com. The brand has demonstrated solid performance, generating estimated net sales between US$60 million and US$75 million in 2025.

With Miranda’s experience guiding the operational roadmap, the transition is set to allow the founders to concentrate their energy on the creative side—further developing the products and formats that keep the brand vibrant and ahead of the curve. It is a clear demonstration that Vacation is poised not just to grow, but to redefine what is possible in the beauty space.