# New Leadership at Vacation: Nelson Miranda Takes the Helm After VMG Funding
Nelson Miranda has stepped into the role of CEO at Vacation, the sunscreen brand backed by VMG Partners investment. The move signals a strategic shift toward expansion and visibility for a company that has carved out space in the competitive sun protection category.
Miranda brings substantial experience from his previous tenure at Not Your Mother's, a beauty brand that built its name on accessible, ingredient-forward formulations. That background matters here. Vacation operates in a similar space: affordable, relatively transparent products positioned against premium incumbents like Blue Lizard and Supergoop. Miranda's track record navigating that middle market could prove valuable as Vacation plots its next growth phase.
The timing aligns with VMG's investment, which gave Vacation fresh capital to accelerate distribution and brand awareness. VMG Partners typically backs beauty and personal care companies with growth potential, and Vacation fits the profile. The sunscreen category has exploded over the past five years, driven by Gen Z consumers who treat SPF as routine rather than seasonal, and by the rise of "sunscreen culture" across social media. The market is crowded but far from saturated.
Miranda's immediate priority appears clear: visibility and partnerships. Vacation recently collaborated with Pepsi, a partnership that speaks to the brand's youth-oriented positioning and willingness to think beyond traditional beauty channels. These collaborations generate buzz and reach consumers who might not visit Sephora or beauty retailers. It's a smart play for a brand trying to punch above its weight class against better-capitalized competitors.
Distribution remains a substantial opportunity. Vacation sells direct-to-consumer and through Sephora, but the U.S. market offers far more retail real estate. Drug stores, grocery chains, and specialty retailers remain underexploited channels for newer sun care brands. Miranda has talked about pursuing these opportunities, which could dramatically increase Vacation's velocity if executed well. The sunscreen category skews heavily toward mass-market distribution; premium and indie brands represent a smaller slice. Vacation's price point and formulation approach position it to compete across channels, not just luxury retail.
The brand has built credibility through its ingredient story. Vacation uses mineral and chemical UV filters in various formulations, and the brand maintains relatively transparent ingredient lists. This approach resonates with consumers who care about what they're putting on their skin. Unlike some competitors that lean heavily on lifestyle marketing, Vacation has earned trust through product transparency. Miranda's experience at Not Your Mother's suggests he understands how to scale brands that compete on substance, not just image.
Sunscreen remains a defensive category in many consumers' eyes rather than an aspirational one. The challenge for any sunscreen brand is making SPF feel essential and cool simultaneously. Vacation has done this better than most through bold packaging, savvy social media, and clear communication about why SPF matters. Miranda's job is to amplify that message and move products into more hands.
The CEO change comes as the entire sun care segment grows faster than skincare overall. Players like Neutrogena are innovating aggressively, while indie brands continue emerging. Vacation's VMG backing and Miranda's leadership suggest the brand intends to compete aggressively for market share, not simply exist in a niche. The next 18 months will show whether that ambition translates to real distribution gains.