As it targets the next stage of growth, sun care brand Vacation, known for its nostalgic takes on branding and marketing, has tapped Nelson Miranda as chief executive officer.
Miranda spent two decades at Procter & Gamble, followed by senior leadership roles at Revlon, before joining DeMert Brands, the parent company of Not Your Mother’s, as CEO in 2020. The latter was acquired by Henkel in 2026.
In his new role, he’ll work alongside Vacation cofounders Dakota Green, Lach Hall and Marty Bell.
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Launched five years ago, the brand is stocked at Walgreens, Target, Costco, Erewhon, Ulta Beauty, sephora.com and more.
“We got to a place where the brand was achieving a level of scale that we had always intended for it to, and we wanted to bring someone in who can help us get to the next level of growth,” Green said in an interview. “Lach and I love working on brand and product, so we wanted to essentially bring someone in who can unlock that next level of growth, so that we can continue to focus on brand and product.”
Miranda is looking to get more eyes on the brand through collaborations like the one it did with Pepsi, releasing Pepsi Wild Cherry SPF 30 Tinted Lip Gel.
“With the platform that Dakota and Lach have created, we can attract not just more consumers in compliance, but create new user locations, like they’ve done. This could be done not just with product innovation and formats, because people always think, ‘Oh, it’s going to launch this new format and this new cool product,’ but it could also be done with the collabs and many different ways. There’s many ways to do innovation.”
There’s also still runway in the U.S. distribution wise for Vacation. “There’s a couple of big retailers we’re not in, and there are some channels that we are just dabbling into. So, tons of runway for the next five years to continue to grow in the U.S. market.”
In March, VMG Partners, which has previously invested in Kosas, K18 and Drunk Elephant, invested in Vacation. 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.
In addition to VMG, Vacation’s investors include True Beauty Ventures, Silas Capital and Manzanita Capital, alongside notable individual investors such as Emma Stone, Janelle Monáe and Peter Rahal, among others.
“Vacation has shown a remarkable ability to establish market share in a highly competitive category, moving from number 24 to number 13 in U.S. sunscreen in just one year, while still building toward full national distribution,” said Robin Tsai, managing partner of VMG Partners. “That reflects more than strong brand awareness; it shows that the products, brand world and approach to distribution are converting into a meaningful consumer business. Nelson brings the operating experience to carry that momentum forward with focus and discipline.”
