It's an age old story, boy meets girl. After spending 10 years in the liquor industry (importing beers, wines and spirits) and promoting the products, nightly, Jeff's Doctor directs him to change is life, so he hires Personal Trainer to get him back in shape, and it gets very personal with 3 kids later.
It started with a topical analgesic for muscle relief. Jeff complained about products on the market were not working, stung his eyes or stained his clothes. Josie joked they should make a product specifically for him and that was the incentive to start a business. Make product that are easy to apply and work. Then we needed to make sure we limit on impact on the planet.
Josie, with 30+ years in the skin care business, starting at the Estee Lauder and Jeff, close behind, build a line of "sport" skin care products in 1994 (called Kinesys), which sold internationally. After selling the business in 2014, they focused on their family- spending even more time outdoors. BU (be you) was created for the Active Family who love the Planet.
Having witnessed the lose of some incredible people due to skin cancer over the last 30 years and knowing how to make products that work and that people love to wear, they went back to the drawing board. Believing they could save lives/at the least protect from uncomfortable sunburns, BU (this is their bü or "be you"), doing what they think is right.
WHY Be you? BU? bü, boo, MALIBU (the bu): OUR MUSE
Josie and I always enjoyed driving down the coast and drove from Vancouver, BC to San Diego, CA, then all the way to Cabo San Lucas, Mx in the past.
On a drive in 2011, the family was coming back from San Diego, traffic was painfully slow, welcome to LA, and I was loosing it. We got off the main highway to drive on the PCH (Pacific Coast Highway). Of course, we weren't the only ones thinking road trip, so the PCH was crazy busy and we decided to get off the road all together for a bit. We drove down a street, parked at the end, and the kids ran down to the beach. The kids were laughing, yelling and pointing, as three dolphins jumping RIGHT in front of us. We watched the dolphins play in the ocean and decided to stay one more night and explore before driving back to Marin county in Northern California.
We were in Malibu: a small coastal city where you can surf, hike, bike, or walk for miles on the beaches. It is know as a celebrity hang out, but it's really quite rural, organic and mindful. This would be a great place to raise a family we thought. After time, we realized it was a great testing ground – where we research, fit, design and learn. Malibu offers the perfect challenge: create sun protection that's safe, effective, easy to use and feels great on your skin and UV clothing that can go from seaside to sidewalk, from beach to boardroom and from museum to mountaintop – because that is "the bu".
Why the Umlaut? ü ? I just thought it looked HAPPY! FUN!
BÜ was developed and conceptualized in Malibu, because no other place embodies "being you" as much as Malibu. There are so many creative, interesting people, who all believe it's best to "be you"! And they live this statement in every way. Just be you!