Vacation Appoints Nelson Miranda CEO

Vacation, the suncare brand on a mission to make sunscreen fun, appointed Nelson Miranda as Chief Executive Officer, a pivotal step as the company accelerates its path toward category leadership.

This marks a milestone in Vacation’s evolution as the fastest-growing sunscreen brand in the U.S. and signals its ambition to scale from an emerging brand into a beauty industry mainstay. 

Miranda will work alongside Co-Founders Dakota Green, Lach Hall, and Marty Bell, who remain deeply involved as Vacation’s founders and brand architects. Together, they will pair the operational expertise required for scale with the creative vision that built Vacation into a category disruptor.

Lach Hall, Co-Founder of Vacation, said:

“Creating products and a brand world that transports people to a vacation state of mind has always been at the heart of what we do. As Vacation reaches more consumers, we want to be as intentional about how we build the company as we are about every product and experience. Nelson has the expertise to help us do that, while Dakota, Marty and I stay focused on the creative work and product innovation that keep the brand uniquely Vacation.”

Miranda brings over three decades of beauty and CPG experience spanning businesses at very different stages of scale. He spent two decades at Procter & Gamble, followed by senior leadership roles at Revlon, before joining DeMert Brands, the previous parent company of Not Your Mother’s, as CEO in 2020.

Under his leadership, Not Your Mother’s built a sustained growth trajectory, delivering double-digit growth in 2023 before accelerating further in 2025, when the brand grew 40%, significantly outpacing the broader mass haircare category. 

Miranda’s track record of building consumer relevance alongside operational scale will support Vacation as it enters its next chapter.

Following VMG Partners’ investment in the company earlier this year, Vacation began preparing for its next phase and identifying the capabilities to support a rapidly growing business. Miranda’s appointment reflects the company’s continued investment in the organization.

With Miranda joining the team, Vacation will take its unmistakable approach to sunscreen into new channels and markets and play a larger role in shaping the category’s future—building on the distinctive products, immersive storytelling, and cultural partnerships that have turned sunscreen into an experience consumers look forward to.