is Elemental Resistance
Vertra builds premium suncare products with the performance needs of world-class athletes first and foremost.
What’s good for the best is good for the rest.
The Future is Covered.
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 our 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.
In response to this market void, Vertra developed our concept of “Elemental Resistance” products. Our collection quickly expanded with a consistent emphasis on sport-specific qualities like non-greasy application, water/sweat resistance and premium ingredients. The ultimate result, “Elemental Resistance,” was a cosmetic-grade product line that provided a natural-looking visible barrier against sun damage, was easy to carry and apply, had the weight and wear-ability of a cosmetic foundation and was definitely not your traditional greasy sunblock. Vertra quickly gained a loyal following among serious everyday surfers, paddlers, watermen, snowboarders and Lifeguards.
Vertra’s single greatest asset is our family, or “Ohana” in Hawaiian.
Our Family of world-class surfers, paddlers, swimmers, watermen, first-responders, etc. have enabled us to build the best product in the market.
We share a common vision: Create a product and brand for true outdoor athletes that is unparalleled in the sports world; a true sport-specific premium sun care line that is built to protect.
Vertra is Elemental Resistance.