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Meet the Creators of Bu


It's an age old story, after spending 10 years in the liquor industry (importing beers, wines and spirits) and promoting the products nightly in bars, restaurants and nightclubs, Jeff's Doctor directs him to change is life, NOW! So he hired a Personal Trainer to get him back in shape, and it got very personal, that lead to a business and 3 kids later.

Not enough exercise during his "liquor" days had Jeff complaining about muscle pain, and he couldn't work out, but he still wanted to see his trainer, so he asked if Josie would go for dinner with him? She laughed and said no, then insisted he come to the gym. Josie brought in topical muscle relief products; one stung his eyes, one stained his clothes, the other was on his hands and after going to the restroom, it would be something he'd never forget. Josie joked they should make a product specifically for him and that was the incentive to start a business together. It started with a topical analgesic for muscle pain with the goal to make products that are easy to apply and work. Then one of Josie's professors, a renowned Sports Medicine doctor and past Olympic and Commonwealth athlete, said "Athletes have a lower incidence of most disease, expect one- skin cancer! Make a sunscreen athletes would use."

Josie, with 30+ years in the skin care business, starting at the Estee Lauder Company and Jeff, in consumer packaged goods, decided to build a line of "sport" skin care products which they launched in 1994, and sold internationally. After selling the business in 2014, they focused on their family- spending even more time outdoors.

Having witnessed the loss of some incredible people due to skin cancer over the last 30 years and knowing that they could help in some way by making products people love to wear, bü was created. Believing saving lives/or at the least protection from uncomfortable sunburns, what a good start.

Our desire to "make a difference" and help people while they enjoy the outdoors as been our mandate for almost 30 years. BE YOU!


BU will always strive to do better still. Being the best you, you can be, bü