Bu Sunscreen

It started like a classic story: Over thirty years ago, a personal trainer met her client. They fall in love, start a life together, and realize they make an even better team outside the gym. United by a shared passion for health, performance, and the outdoors, they built a business with one simple goal: to help people enjoy the sun safely and confidently. Josie brought over 34 years of experience in skincare sales, starting at Estée Lauder, and Jeff joined with 30+ years in the sunscreen and skincare industry. Together, they co-founded KINeSYS in 1994— creating the performance sunscreen category, which became an international success in the world of sports and active skincare. After selling the company in 2014, they focused on family life (three kids, a dog, and a cat). But the entrepreneurial spark remained. They returned to the lab and the outdoors, launching BÜ, from Malibu (pronounced- boo or be you- because you have to be you:) )—a next-generation sun care brand rooted in sports, individuality, and sustainability. BÜ Sunscreen and BÜ UV Apparel were designed for people who want to feel good in their skin, move freely, and love what they wear outside. Our mission is simple: Make sun protection that people love to wear, every day. No compromise. Just confidence in the skin you're in.