In 1997 Josie met Brian Maxwell (co-founder of Powerbar), and years later, due his description of the sunscreens Jeff & Josie created, it was shortly after this time they defined what a True Performance Sunscreen needed to be:
FIRST True performance sunscreens attributes:
BU does not require rubbing (but efficacy doesn't decrease if you do spread it) and dries quickly without oily residue to hinder grip or comfort. It withstands vigorous activity and allows skin pores to breathe normally.
bü Performance "wowmist" Spray Sunscreen
Protects your skin from harmful Broad Spectrum UVA and UVB rays with a complete range of performance sunscreens for athletes and the entire family.
Sensitive Skin Formulation:
Irritants such as fragrance, oil, alcohol, PABA and preservatives have been eliminated.
The bü Products do not contain nanoparticles, nuts, nut oil, gluten, egg, soy, sulphites or colorants
Suitable for use by individuals with special conditions such as : diabetes, lupus, vitaligo, dermatomyositis, scleroderma and those taking Non-steroidal anti-inflammatory drugs.