Beauty industry veteran Nelson Miranda previously helped lead Not Your Mother’s to an acquisition.
Nelson Miranda. Illustration: Inc.; Photos: Courtesy Vacation
Vacation, the Miami-based sunscreen brand known for its nostalgic, fun-in-the-sun branding, announced today that it hired Nelson Miranda as its first outside CEO.
On Monday, Miranda told Inc. he sees his mandate as taking the brand, which was founded by Lach Hall, Dakota Green, and Marty Bell in 2021, into its next era. “You need to go from being founder-led, which is where Vacation has been, to the stage of being founder-inspired,” says Miranda, speaking over Zoom with one of Vacation’s signature sailboat photos as his virtual wallpaper.
From there, a company should evolve into being
From there, a company should evolve into being “culture-led, where the organization’s ethos, values, and superpowers transcend the specific founder,” he adds. “It is just part of the DNA of the company. That’s what makes great, long-lasting brands be around for generations.”
But for now, the company’s founders aren’t going anywhere. “I would not have taken this job if they were not continuing to be very involved in the day-to-day of the company,” says Miranda. Green, who has spearheaded projects like making sunscreen dispensed in a whipped cream canister, will continue to take the lead on product development. Hall is already devising new ways to keep the company’s retro-corporate social media presence compelling to its more than 250,000 followers on Instagram and nearly 50,000 followers on TikTok. Bell, whose online radio station Poolsuite helped launch Vacation, will continue to advise on brand’s creative direction.
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“Vacation has always been built with the long term in mind, and bringing Nelson on as CEO is part of that evolution,” Hall tells Inc. “As the business has grown, we’ve reached an exciting point where we can build on that foundation in a much bigger way. Nelson brings the experience to help us build the company for that next chapter, while Marty, Dakota, and I remain focused on the creative vision, product innovation and sense of fun that have made Vacation what it is today.”
Miranda has more than three decades of experience
Miranda has more than three decades of experience in the beauty and CPG industries. He spent about 20 years at Procter & Gamble, rising through the ranks of the marketing division with positions in the U.S. and Latin America. The nearly 200-year-old conglomerate “really created the whole concept of brand and brand marketing,” he says. From there, he went on to senior marketing roles at Revlon, which, compared to the massive, corporate giant that is P&G, felt almost scrappy. He says he learned “to be a lot more nimble, and do a lot more with less,” he says.
In 2020, he became CEO of Tampa-based haircare brand Not Your Mother’s. Under his leadership, the company grew 40 percent in 2025, and this March, Not Your Mother’s parent company DeMert Brands was purchased by the Henkel, the German company that owns consumer brands like Dial and Schwarzkopf, for an undisclosed sum.
Source: www.inc.com
