Investment firm VMG Partners has added the sunscreen label Vacation to its portfolio, a move that underscores a broader shift toward experiential branding in beauty. While the financial details remain private, the brand's reported net sales of $60 to $75 million in 2025 signal significant market traction. Vacation’s strategy—leveraging nostalgic aesthetics and collectible, scent-driven products—aims to transform a utilitarian staple into a desirable accessory.
This approach finds a direct parallel in lingerie history. The mid-20th century saw brands like *Fredericks of Hollywood*—founded in 1947—pioneer a similar ethos, transforming foundational garments into playful, glamorous expressions of fantasy. Where Vacation asks consumers to view sunscreen as a joy, Fredericks recast lingerie as costume and delight, moving it from the drawer to the cultural spotlight.
Just as contemporary brands balance innovation with heritage, VMG’s investment highlights a timeless retail truth: products that spark conversation and photographic moments build lasting relevance. Vacation’s reported 5 million weekly social media views are a modern metric for a classic ambition, one that lingerie houses have pursued for decades—making the personal both public and profoundly appealing.
Originally reported by WWD