Miley Cyrus has invested in self-tanning brand Dolce Glow, partnering with founder Isabel Vita.

Vita has turn into probably the most in-demand tanning artist in Hollywood, with clients who include Kylie Jenner, Kim Kardashian, Jennifer Lopez, Selena Gomez and Katy Perry. Cyrus began getting Vita’s custom services about three years ago. She’s in Dolce Glow, in truth, within the music video for her current hit “Flowers” and likewise turned to Vita for her bronzed look onstage during her Recent Yr’s Eve special.

“Miley’s partnership couldn’t have come at a greater time for Dolce Glow,” said Vita, who began her tanning company in 2015 — launching skilled products, then a line of at-home goods in 2021. “We did have some areas that we lacked in infrastructure and connections and opportunities. When Miley decided to do that, she immediately the following day had her team working on it. Once I say she is some of the involved, yet creative, hardworking partners that I’m around on a daily [basis], I couldn’t have asked for a greater partner.”

That is the 30-year-old actress and pop star’s first brand investment, in line with Cyrus’ team.

“She has firms that approach her each day, either product or endorsement investment, and we’re talking worldwide huge brands, and he or she just won’t do it,” Vita went on. “But she checked out me, and he or she’s like, ‘You’re the sort of brand, you’re the sort of person I need to be involved with, I need to assist grow.’ I believe that claims quite a bit about Miley.”

In an exclusive statement to WWD, Cyrus said: “I’m an official partner in Dolce Glow because I actually love and trust this product. Its high-quality ingredients and flawless color make it a must for me. Dolce Glow aesthetically aligns with my latest album ‘Infinite Summer Vacation.’ I’m so excited to make my ‘glow’ accessible for my fans and support a female-founded company.”

“We just hit it off,” Vita said of Cyrus. “She connected with my story.”

Born and raised within the San Fernando Valley, Vita didn’t have a straightforward start in life. And yet, self-made, she built the business on her own.

“I’m a former foster child, and on the age of 17, I left my foster home because things just weren’t great,” she explained. “And I remember working literally three jobs, Jack within the Box, a janitor cleansing bathrooms — I literally was just attempting to make ends meet.”

She was renting a room in a stranger’s house for $300, she continued, “I used to be in a extremely dark place, just going through tons of trauma as a baby and teenager and didn’t know what my life was going to appear like.”

She was 20 when she got her first spray tan, which turned out to be a momentous experience: “It probably was the worst spray tan of my life, but what I can inform you is, the morning after I woke up, it gave me this immediate confidence. It was this inner glow but an outer glow at the identical that immediately took me out of this dark place and just made me feel good. I remember pondering, ‘Oh my gosh, what if I start spray tanning. The best way it makes me feel I need other women to feel this manner.’”

She used her last $2,000 to take a twig tanning class, she said, and have become dedicated to perfecting the craft. “My goal was to make my a refund that I had spent on my class and my materials throughout the first month.”

Vita then had the concept of DM-ing the beauty community on Instagram, offering free tanning sessions.

“Because I got here from literally nothing, I used to be like, the worst people could say to me was ‘no,’ right?” she said. “The primary month I probably did, no joke, 200 free spray tans.”

Her big break got here after a visit from Ariel Tejada, Jenner’s longtime makeup artist.

“Inside two days, I get a call from Kylie Jenner,” said Vita. “From that moment on, it was like a domino effect.”

Vita fills a niche available in the market, she said, giving custom, hydrating tans with a natural, buildable glow that doesn’t feel sticky or smell off-putting. For those unable to purchase her service, her products provide the identical experience at home. (The corporate can be tapped into the skilled world, hosting virtual classes that attract a worldwide audience.)

A tan is a confidence booster, she said. “It minimizes the looks of cellulite, because all of us have it, varicose veins, blemishes.”

Dolce Glow — dermatologist-tested, vegan and cruelty-free — offers a self-tanning mist, mousse and lotion for about $50 each; the tan is left for six to eight hours, given a fast rinse, and lasts between seven and 14 days. It’s available at Nordstrom, where it launched; Neiman Marcus, in addition to online at Saks Fifth Avenue and Revolve. It’s recently been picked up by Ulta.com and QVC, with two to 5 latest products coming this 12 months.

“It’s just crazy that Miley selected us out of hundreds of thousands and hundreds of thousands of opportunities that land on her lap each day, and I’m just beyond grateful for just what she’s already done and the way much she loves it and believes in it,” Vita said.

“I built this from scratch,” she said of the corporate — now a core team of about 10. “I wasn’t handed a check to start out this. I literally figured all of it out, charging up every bank card until they declined, literally two years ago.…Before we launched, each considered one of my bank cards was declining. I maxed them out. But after launching, we literally made all the pieces that we have now just about invested. We just about made that back inside our first month of sales.”

Pausing, she said, “I took a likelihood on myself.”