QUALITY. INNOVATION. STYLE::Proper Suncare is proper Skincare, and to take proper care of your skin, you have to take the entire process seriously. When we started Vertra Elemental Resistance in 2004, we vowed to do just that, to make a serious push and bring skincare awareness to the forefront of our market because until now, it has basically been a category that has been mostly taken for granted. Athletes that participate in action sports and other rigorous outdoor activities are amongst the most prolific candidates to suffer from sunburn, skin damage, photo-aging and unfortunately in a lot of cases, skin cancer. Simply put, quality suncare products for people like us are not an accessory, but a necessity.To accomplish our goal of awareness, we knew we needed a line that possessed Quality, Innovation and Style and not just one or the other... A line that was developed, formulated and manufactured with superior ingredients and designer quality manufacturing processes but with the steez of all your favorite, familiar brands... We would not settle for anything less.QUALITY. It's a word that possesses substantial meaning but is thrown around way too easily in business, often used as a cliché but with no substance in the product to back up the claim. With suncare, you cannot front quality. It has to function properly and provide the wearer with the protection it claims or in our opinion, it simply does not work.So how did Vertra ensure that we possessed a quality line of products? Well, in addition to the rigorous R&D and testing put in by our world class team of athletes for the past 3 years, we also subjected ourselves to testing standards above and beyond what the government regulated sunscreen division of the FDA required.To do this, we turned to the Skin Cancer Foundation which is recognized as the international, educational leader to the public and medical professions on skin cancer, skin cancer prevention, detection, and treatment. They have also set the highest criteria for sun and skincare products seeking to acquire their approval. All Vertra products were subjected to a stringent series of SPF, Water Resistant, and phototoxic/contact irritation/allergic reaction tests to see if they met the Foundation's standards. The results were then reviewed by their photobiology committee, which is comprised of some the nation's leading dermatologist and experts in their respected medical professions. We passed convincingly and now all Vertra products possess the Skin Cancer Foundation's Official Seal of Recommendation. We want all consumers to be able to recognize the importance and substance behind a product that bears the Seal and to know that one can truly take comfort in knowing that they are purchasing a safe and proven product, effective in the prevention of sun-induced damage to the skin.Our superior line of sun resistant products also carries the full endorsement of the Hawaiian Lifeguard Association - the unified voice of Hawaii's lifesaving and water safety officers. These individuals are without a doubt, the most respected watermen and women in the world who work some 40+ hours a week, under some of the harshest conditions in the world. Their trust in Vertra, not only speaks volumes about the level of protection that is being provided to them, but what is also available to the every day, recreational athlete to take advantage of as well. We truly value the Association's opinions and feedback and are extremely grateful for their support.INNOVATION. Our line of Premium Sport Specific Suncare is just the beginning. We will continue to develop new and innovative products with the proper attention to detail that goes into taking care of one's self. When you see what we have in development, you will never look at sun and skincare the same again...STYLE. What is good style? For us, good style is about living a good LifeSTYLE. It's how we do it. It's how our athletes do it. It's not about the whip you're rollin' in or about rockin' all the latest fashion trends. It's about being pro-active and taking care of your body... About educating your family, friends and loved ones about the importance of a healthy lifestyle. It's about that feeling of stoke that we promote through our brand and it's positive marketing, imagery and ad campaigns. We want you to see the drive in our athlete's eyes, as they represent a product that they truly believe in. We want that conveyed message to make you think twice about how and what you spend your hard earned dollars on, because truthfully, that new pair of designer denim or slim fit tee, only looks as good as the person wearing it. So be stylish and learn to take care of your body and your health first. Everything else in our eyes is just an accessory...