The founders, Jeff and Josie Kletter, launched Bu Brands, LLC. bu sunscreen and bu uv apparel in June,  2017. They have an age old story: Over Twenty five years ago boy meets girl, who’s working as a personal trainer, hires trainer, (gets very personal) falls in love, start life together. They found that they worked well together and decided to start a business with the desire to make a difference. They wanted to help people enjoy the outdoors without the worry of sunburns or potentially skin cancer, and add additional products to improve your life.

Josie, with 26+ years in the skin care (sunscreen) business, starting at Estee Lauder and Jeff, close behind with 22+ years in the sunscreen business, co-founded and launched KINeSYS in 1994, a line of “sport” skin and sun care products, that were sold internationally. After the sale of the business in early 2014, brief consulting until mid 2015, they focused on their family (3 children, a dog and cat). They decided to build a new line, with a brand name that reflected their belief in life- be you! b u, bü (the umlaut worked, as it looked happy). The goal was to continue to make sun protection (bü sunscreen and bü uv apparel) that people love to wear!


Inspired by this magical place, Malibu (the bu), Jeff & Josie ended up spending even more time outdoors. Although Malibu is known for a number of celebrities who live and play here, it’s really quite rural, organic and mindful. This would be a great testing ground – where they research, fit, design and iterate bü sunscreen and bü UV apparel products. Malibu offers the perfect challenge: sun, sand, surf, skin on a daily basis.

Many many years of being approached by UV apparel companies to add their clothing to the sunscreen the Kletter’s sold, they continued to say NO! All the UV apparel was the same, colorful, thick, almost plastic feeling materials, rash-guards. A friend and former sales rep, Ben, found something better; soft UV apparel that was very light weight, tested well over an UPF 50+. The garments could go from seaside to sidewalk, from beach to boardroom and from museum to mountaintop – clothing that looks polished but moves with you at every step and protects you from UV radiation was the goal for bü UV apparel line.

As bu sunscreen and UV apparel was developed and conceptualized in Malibu, we looked for indigenous ingredients to add to the bu sunscreen; sea kelp? sea weed? then it was found, a powerful Chumash Native Americans ingredient that grows wild in Malibu, White Sage. Sage oil is believed to be beneficial for skin abrasions, irritations and infections, working as an antiseptic, antiviral and antibacterial. Most pleasing of all is the “fresh” clean scent of sage. bu sunscreen has a fragrance free product, a natural citrus scented product and the bu sunscreen with white sage scent come in both SPF 30 (96.7% UVB protection) and SPF 50 (98% UVB protection).

bu sunscreen and UV apparel will help you enjoy the outdoors and keep you protected so you don’t have to worry about sunburn by providing the best UV protective products on the market.