Vacation
Vacation Inc. is a Miami-based sun care brand founded in 2021 that designs and sells premium "leisure-enhancing" sunscreen and related products via DTC e-commerce, retail, and international distribution to 20 countries, differentiated by signature fragrances co-developed with luxury perfumers.
- Company typePrivate
- Founded2021
- HeadquartersMiami, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vacation does
Vacation Inc. is a Miami-based, privately held sun care brand founded in 2021 that designs, manufactures, and distributes premium sunscreen and adjacent skincare products under the "Vacation" trademark. The company is positioned around a "Leisure-Enhancing" sun care concept, with its proprietary fragrance—co-developed with luxury perfumers Carlos Huber of ARQUISTE Parfumeur and Rodrigo Flores-Roux of Givaudan—serving as the central identity asset ("The World's Best-Smelling Sunscreen"). Its product portfolio spans approximately 54 SKUs across lotions, mousses (Classic Whip SPF 30/50), sprays, oils (Chardonnay Oil, Shimmer Oils, Baby Oil), gels (Orange Gelée SPF 30), face sticks, bronzing products, lip care, an eau de toilette, and curated bundles; all products are formulated to be Hawaii Act 104 compliant (free of Oxybenzone, Octinoxate, and Parabens), Leaping Bunny certified, vegan, and dermatologist-tested, developed in conjunction with Chief Medical Advisor Dr. Elizabeth Hale (SVP, Skin Cancer Foundation).
The company's commercial model is anchored in direct-to-consumer e-commerce on vacation.inc with free shipping on orders above $45, supplemented by a physical retail store locator, wholesale distribution, and international shipping to 20 countries spanning North America, Europe, Asia-Pacific, and Malta. Pricing spans from $15 gift cards to premium bundles (e.g., the Business Sunscreen Bundle at $26/$34 value), and the Gale integration enables HSA/FSA payment at checkout. The company projects doubling FY2025 sales to approximately $80 million while maintaining profitability, holds roughly 1.2% of the U.S. sunscreen market, and has accumulated approximately $11.2 million in total outside funding across a $6 million Series A led by Silas Capital in 2023 and a March 2026 investment from VMG Partners (a beauty-focused investor whose portfolio also includes Snif, Cocokind, Danessa Myricks, and Kosas). In late 2025 Vacation engaged Raymond James to explore a minority stake transaction to scale operations.
Vacation firmographics
Firmographics- Name
- Vacation
- Legal name
- Vacation Inc
- Website
- https://vacation.inc
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vacation Inc. is a Miami-based sun care brand founded in 2021 that designs and sells premium "leisure-enhancing" sunscreen and related products via DTC e-commerce, retail, and international distribution to 20 countries, differentiated by signature fragrances co-developed with luxury perfumers.
- Ownership category
- akta.pro rank
Vacation industry classification
Industry- Product category
- Sun Care Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Sunscreen (Body) (CRABAHAB)
- akta.pro secondary industries
- Sunscreen (Face) (CRABAHAA), Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN), SPF Cosmetics & Daily Wear (Tinted SPF, BB/CC, SPF Primers) (CRABAHAL), Sun Protection Lip Care (SPF Lip Balms) (CRABAHAK), Sun Care & After-Sun (Non-color) (CRADANAH)
Keywords
Where Vacation is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Vacation business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Sunscreen and Suncare Products: Direct-to-consumer sales of sunscreens, body oils, lip balms, and related suncare products. Products include Classic Whip SPF 30/50, Orange Gelée SPF 30, Chardonnay Oil SPF 30, and various lip balms and body oils. Revenue is generated through one-time product purchases on the e-commerce platform with free shipping on orders over $45.
- Gift Cards: Virtual gift cards available in various denominations starting at $15, recoupable for all goods and services on the site
- Collaborations and Limited Editions: Revenue from branded collaborations with companies like Pepsi and AriZona, including products like Pepsi Wild Cherry Tinted Lip Gel and AriZona Lip Balms
- Investment and Growth Capital: VMG Partners investment to scale operations and translate lifestyle-driven positioning into financial growth
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Virtual Gift Cards |
| One time/ perpetual license | Pay-as-you-go | Business Sunscreen Bundle |
| Unit Pricing | Pay-as-you-go | Standard Sunscreen Products |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Vacation product offering
Product offeringCore offering
Vacation manufactures and sells premium sunscreens and sun care products with proprietary fragrances, positioning itself as "The World's Best-Smelling Sunscreen." The brand offers SPF 15-50 sunscreens in multiple formats (lotion, whip mousse, spray, oil, gel, stick), bronzing products, lip balms, after-sun gel, and a signature eau de toilette, sold direct-to-consumer via vacation.inc and through retail/wholesale channels. Products are formulated without Oxybenzone, Octinoxate, and Parabens, are Hawaii Act 104 compliant, vegan, and Leaping Bunny certified.
Product overview
Vacation is a nostalgic sun care brand founded in 2021, positioned as the world's first 'Leisure-Enhancing' sunscreen company. The product portfolio centers on SPF sunscreens available in multiple formats including lotions (Classic Lotion SPF 30/50, Mineral Lotion), mousses (Classic Whip SPF 30/50, Classic Whip Glow), sprays (Classic Spray SPF 30/50, Super Spritz SPF 50, Orange Gelée Spray Oil), oils (Chardonnay Oil, Shimmer Oils, Baby Oil, Original Coconut Oil), gels (Orange Gelée SPF 30, Crystal SPF 50 Face Gel, After Sun Gel), face sticks (Super Stick SPF 45), bronzing products (Instant Vacation SPF 30, Studio Tone SPF 50), and lip care (Classic Whip Lip Balm, Chardonnay Lip Oil, Pepsi Wild Cherry Lip Gel, AriZona Lip Balms, and the Lip Desserts Collection). The brand also offers fragrances (VACATION by Vacation Eau de Toilette), bundles (Business Sunscreen Bundle, Summer Beach Pack, Luxury Shine Duo), gift cards, and collaborations with Pepsi and AriZona. Products are formulated without oxybenzone, octinoxate, and parabens, are Hawaii Act 104 compliant, vegan, and Leaping Bunny certified. The signature scent was developed with ARQUISTE Parfumeur featuring coconut, banana, pool water, and swimsuit fabric notes. The brand incorporates Poolsuite FM integration via QR codes on packaging for leisure-enhancing amenities.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Whip SPF 30 Sunscreen SPF 30 sunscreen mousse with the signature Vacation scent; a core product for individual consumers seeking premium, scented sun protection.
- Classic Whip SPF 50 Sunscreen SPF 50 sunscreen mousse offering higher sun protection with the signature Vacation experience.
- Classic Lotion SPF 30 Classic SPF 30 sunscreen lotion with the Vacation signature scent for individual consumers.
- Classic Lotion SPF 50 SPF 50 sunscreen lotion offering maximum protection with the signature Vacation experience.
- Orange Gelée SPF 30 Sunscreen SPF 30 sunscreen gel inspired by Bain de Soleil's 1970s orange-tinted tanning balm, formulated with shea butter and various oils.
- Chardonnay Oil SPF 30 SPF 30 sunscreen oil with Grand Cuvée champagne-inspired scent.
- Grand Cuvée Shimmer Oil SPF 30 SPF 30 body shimmer oil with the Grand Cuvée champagne-inspired scent.
- Classic Spray SPF 30 SPF 30 sunscreen spray for quick and even application.
- Classic Spray SPF 50 SPF 50 sunscreen spray offering higher protection in a convenient spray format.
- Crystal SPF 50 Face Gel SPF 50 invisible face gel offering transparent, no-white-cast protection for the face.
- Classic Face Lotion SPF 45 SPF 45 sunscreen face lotion with the Vacation signature scent.
- Super Stick SPF 45 SPF 45 face stick sunscreen for convenient, on-the-go application.
- Super Spritz SPF 50 SPF 50 face mist spray for refreshing, lightweight sun protection.
- Instant Vacation SPF 30 Bronzing Lotion SPF 30 bronzing lotion with gourmand cocoa-hazelnut scent for a sun-kissed look.
- After Sun Gel Aloe vera after sun gel with After Sun accord scent for post-sun care.
- Lip Desserts Collection SPF 30 Lip Balms SPF 30 lip balm collection with nostalgic dessert-inspired flavors (Pineapple Upside-Down Cake, Strawberry Jello Salad, After Dinner Mint, Bananas Foster, Bombe Alaska), formulated with coconut oil, cocoa butter, aloe vera, and vitamin E.
- Classic Whip SPF 30 Lip Balm SPF 30 lip balm with coconut-vanilla flavor for lip sun protection.
- VACATION by Vacation Eau de Toilette Signature fragrance (Eau de Toilette) developed with ARQUISTE Parfumeur, featuring nostalgic poolside notes.
- Pepsi Wild Cherry Tinted Lip Gel SPF 30 SPF 30 tinted lip gel collaboration with Pepsi featuring wild cherry flavor.
- AriZona Lip Balms SPF 30 3-Pack SPF 30 lip balm 3-pack collaboration with AriZona in various scents.
- Vacation Gift Card Virtual gift card available in various denominations starting at $15, redeemable for all products on vacation.inc.
Quantifiable outcome
- 4.8/5 average rating from 10,927 reviews
- +2 more outcomes
Companies that use Vacation
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Vacation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Vacation partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Dr. Elizabeth HalecoreBoard Certified Dermatologist, SVP of the Skin Cancer Foundation, and Chief Medical Advisor to the Vacation brand. Developed sunscreen formulas in conjunction with her expertise.
- ARQUISTE Parfumeur (Carlos Huber)coreRenowned fragrance creator who worked with Vacation to conceptualize and develop the unique olfactory experience for sunscreens and eau de toilette, featuring nostalgic poolside notes.
- Rodrigo Flores-Roux of GivaudancoreRenowned fragrance creator of luxury fashion houses and 5-star resorts who developed signature scents for Vacation products.
- Poolsuite FMcoreVacation sunscreens come standard with Poolsuite FM and other leisure-enhancing amenities accessible via QR codes on product packaging. Both enterprises were co-created by the founder of Poolsuite/Poolside FM.
- PepsiminorCollaboration product line including Pepsi Wild Cherry Tinted Lip Gel SPF 30 and other branded items.
- AriZonaminorCollaboration product line including AriZona Lip Balms SPF 30 3-Pack with various scents.
- TomsminorHannah Bronfman discussed her recent collaboration with Toms as part of her involvement in various brand partnerships.
Scale indicators8 records
Recent moves6 records
Expansion highlights7 records
Vacation competitors and assessment
Company assessmentDirect peers
- Supergoop!: Premium direct-to-consumer sunscreen brand offering broad SPF skincare portfolio. Most directly comparable peer given shared premium positioning, DTC-led model, and lifestyle marketing approach.
- Sun Bum: Lifestyle-driven sunscreen brand with a cult following, originally born from a beach-inspired identity. Comparable in nostalgic branding, broad mass-premium distribution, and suncare-first product mix.
- Coola: Premium organic and reef-safe sunscreen brand with similar clean-beauty positioning. Comparable in the clean/reef-safe credentials, premium price points, and DTC plus retail distribution strategy.
Broad incumbents
- Australian Gold: Established mass and premium sunscreen brand with broad retail penetration. Comparable as a long-standing sunscreen category incumbent that Vacation competes against on shelf and in lifestyle branding.
- Coppertone: One of the largest U.S. sunscreen brands with deep retail distribution and broad mass-market positioning. Comparable as the dominant incumbent Vacation must displace to grow market share.
- Drunk Elephant: Premium clean-beauty brand previously backed by VMG Partners before its Shiseido acquisition. Comparable as the template for a VMG-backed prestige beauty exit and as a model for category-creating skincare positioning.
- Kosas: VMG Partners portfolio brand in clean color cosmetics with a similar premium positioning and DTC-plus-retail model. Comparable as a sister brand within the same investor portfolio with overlapping distribution and customer demographics.
- La Roche-Posay: Dermatologist-recommended sunscreen and skincare brand owned by L'Oréal. Comparable as a premium, dermatologist-tested sun protection brand with broader skincare adjacencies and stronger retail footprint.
- Banana Boat: Mass-market sunscreen brand owned by Edgewell Personal Care with broad retail distribution. Comparable as a category incumbent competing for the same U.S. sunscreen share at lower price points.
Emerging players
- Saie: Emerging clean beauty brand with SPF-infused makeup and skincare. Comparable as a similarly positioned emerging premium clean beauty brand targeting overlapping Gen Z and millennial consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Vacation social profiles
Digital presenceVacation compliance and trust
Trust signalCompliance4 records
Vacation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vacation leadership team
Management profileNumber of profiles
Profiles3 records
Vacation funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vacation M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vacation
What does Vacation do?
Vacation manufactures and sells premium sunscreens and sun care products with proprietary fragrances, positioning itself as "The World's Best-Smelling Sunscreen." The brand offers SPF 15-50 sunscreens in multiple formats (lotion, whip mousse, spray, oil, gel, stick), bronzing products, lip balms, after-sun gel, and a signature eau de toilette, sold direct-to-consumer via vacation.inc and through retail/wholesale channels. Products are formulated without Oxybenzone, Octinoxate, and Parabens, are Hawaii Act 104 compliant, vegan, and Leaping Bunny certified.
Is Vacation a public or private company?
Vacation is a private company. It is classified as venture growth investor backed and is currently operating.
When was Vacation founded?
Vacation was founded in 2021. It employs 11 to 50 people.
Where is Vacation based?
Vacation is headquartered in Miami, United States, in the North America region.
How does Vacation make money?
Four revenue lines are on record. Sunscreen and Suncare Products are the primary driver. The others are gift Cards, collaborations and Limited Editions and investment and Growth Capital.
Who are Vacation's main competitors?
Direct peers on record are Supergoop!, Sun Bum and Coola. Broad incumbents are Australian Gold, Coppertone, Drunk Elephant, Kosas, La Roche-Posay and Banana Boat. Saie is listed as an emerging player.
Does Vacation have an API?
No public API is recorded for Vacation.
What industry is Vacation in?
Vacation's product category is Sun Care Products. Its primary akta.pro industry code is CRABAHAB, Sunscreen (Body), with a secondary code of CRABAHAA, Sunscreen (Face). Its NAICS code is 456120 and its SIC code is 2844.