Vertra, Elemental Resistance was formed by a group of dedicated Hawaiian surf athletes in 2004. There was a need in the market for a true athlete based, easy-to-use, high performance alternative to traditional sunscreens. The offerings at the time were limited to drugstore brands or high-end cosmetic brands with little in between; especially in the surf, paddle boarding, and snow worlds where nothing existed for athletes whose activities involved long-term sun exposure. In developing their product line, Vertra did not have the everyday sunbathing consumer in mind, but instead built premium products with the performance needs of world-class athletes first and foremost. What's good for the best is good for the rest.